Feeling blue? Study finds new insight to predicting consumer emotions

Tuesday, March 10, 2009 - 13:23 in Psychology & Sociology

It's no secret that emotions influence peoples' decisions about what, when and how they buy. Whether choosing between a movie and a play, deciding whether to attend a sporting event shortly before an important event or selecting an indulgent breakfast treat in anticipation of a tough day at work, consumers' choices are often guided by how they expect their purchase will make them feel. New research by Jane Ebert, a professor of marketing at the University of Minnesota's Carlson School of Management, reveals that how we go about predicting our emotions can lead to very different outcomes.

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