Featured Research

from universities, journals, and other organizations

Rose-colored glasses have many shades: Shopping decisions and emotions

Date:
February 17, 2010
Source:
University of Chicago Press Journals
Summary:
A proud consumer won't necessarily make the same purchase as a contented one, according to a new study.

A proud consumer won't necessarily make the same purchase as a contented one, according to a new study in the Journal of Consumer Research.

"Previous research shows that positive feelings produce a 'rose-colored glasses effect,' leading products to appear more desirable," write authors Vladas Griskevicius (University of Minnesota), Michelle N. Shiota, and Stephen M. Nowlis (both Arizona State University). "But we find that rose-colored glasses come in different shades."

Although positive feelings of all sorts have often been lumped together into general categories such as "happiness" or "good mood," the researchers found that different positive emotions had drastically different effects, including making some products somewhat less appealing. Since participants in the authors' studies were not aware that emotions were affecting their preferences, the effects were largely unconscious.

The authors studied how product preferences changed depending on whether a person was feeling pride, contentment, or a neutral emotional state. Some participants read a short story in which they imagined doing well on an exam, which is known to elicit pride. "We found that pride enhanced desire for public display products," the authors write. "Feeling pride led people to want nice watches, shoes, and clothing for going out. However, pride did not enhance desire for home products."

In contrast, the emotion of contentment led people to want products for their homes. "When people felt contentment, they were more attracted to products such as beds, dishwashers, and clothing for lounging around the house," the authors write. They were less enthusiastic about public display products.

"Our findings suggest that shoppers are likely to want to buy different products depending on the specific emotions that they are feeling," the authors write. "If a retailer is selling products that allow the consumer to 'show off' to other people, this retailer may want to induce feelings of pride through store atmospherics or advertising. In contrast, a retailer selling primarily home furnishings might want to try to induce feelings of contentment."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Vladas Griskevicius, Michelle N. Shiota, and Stephen M. Nowlis. The Many Shades of Rose-Colored Glasses: How Positive Emotions Influence Desire for Consumer Products. Journal of Consumer Research, August 2010

Cite This Page:

University of Chicago Press Journals. "Rose-colored glasses have many shades: Shopping decisions and emotions." ScienceDaily. ScienceDaily, 17 February 2010. <www.sciencedaily.com/releases/2010/02/100217114634.htm>.
University of Chicago Press Journals. (2010, February 17). Rose-colored glasses have many shades: Shopping decisions and emotions. ScienceDaily. Retrieved April 16, 2014 from www.sciencedaily.com/releases/2010/02/100217114634.htm
University of Chicago Press Journals. "Rose-colored glasses have many shades: Shopping decisions and emotions." ScienceDaily. www.sciencedaily.com/releases/2010/02/100217114634.htm (accessed April 16, 2014).

Share This



More Mind & Brain News

Wednesday, April 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins