caa a22 4500 463198115 CHVBK 20180406164928.0 cr unu---uuuuu 170326e20070901xx s 000 0 eng 10.1007/s10869-007-9049-6 doi (NATIONALLICENCE)springer-10.1007/s10869-007-9049-6 The Effect of Induced Positive and Negative Emotion and Openness-to-Feeling in Student's Consumer Decision Making [Elektronische Daten] [Shih-Chieh Chuang, Hung-Ming Lin] How do emotional states affect risk-taking and consumer decisions? Serial experiments were conducted to demonstrate and explain the relationships among emotions, risk-taking, and consumer decisions. Study 1 showed that participants whose emotional condition was negative were more likely to systematically engage in risk-taking behavior than those exhibiting positive emotions, and the emotional effects were moderated by openness to feeling (OF) as a function of individual personality. Studies 2-5 were mainly to examine the effects of emotional conditions on consumer decision. The results of studies 2-5 substantiated our prediction that participants in positive emotional states were less likely to respond to puffer advertising and sales promotion, thus increasing the share of an option that is "average” in all dimensions, and more likely to have a compromise effect than in those in a negative emotional condition. Studies 2-5 also found that the emotional effects were moderated by individuals' openness to their own feelings. The effects are discussed in relation to the literature on emotions, risk-taking, and consumer decisions. Springer Science+Business, LCC, 2007 Emotion nationallicence Risk-taking nationallicence Openness-to-feeling nationallicence Consumer decision nationallicence Chuang Shih-Chieh Department of Business Administration, National Chung Cheng University, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan aut Lin Hung-Ming Department of Business Administration, Ming Hsin University of Science and Technology, Hsinchu, Taiwan aut Journal of Business and Psychology Springer US; http://www.springer-ny.com 22/1(2007-09-01), 65-78 0889-3268 22:1<65 2007 22 10869 https://doi.org/10.1007/s10869-007-9049-6 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/s10869-007-9049-6 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Chuang Shih-Chieh Department of Business Administration, National Chung Cheng University, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan aut NATIONALLICENCE 700 1- Lin Hung-Ming Department of Business Administration, Ming Hsin University of Science and Technology, Hsinchu, Taiwan aut NATIONALLICENCE 773 0- Journal of Business and Psychology Springer US; http://www.springer-ny.com 22/1(2007-09-01), 65-78 0889-3268 22:1<65 2007 22 10869 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer