Negative Emotions in Marketing Research: Affect or Artifact?
Document Type
Article
Publication Date
7-1-1998
Department
Marketing and Fashion Merchandising
Abstract
How similar are positive and negative affect? Are happiness and unhappiness opposite ends of the same continuum? Empirical marketing research generally reports separate positive and negative self-report consumer emotions. Recent research in social psychology calls this distinction into question and reasserts the bipolarity of human emotions. Despite the recent interest in consumer emotions among marketing researchers, the marketing literature has not addressed the issue directly. Two studies (n = 334 and n = 335) are reported that investigate this issue. The results suggest that positive and negative consumer emotions may sometimes, but not always, be distinct, and more importantly, suggest further studies. Additionally evidence is presented that suggests that the respondent task may moderate correlations between positive and negative consumer emotions. (C) 1998 Elsevier Science Inc.
Publication Title
Journal of Business Research
Volume
42
Issue
3
First Page
271
Last Page
285
Recommended Citation
Babin, B. J.,
Darden, W. R.,
Babin, L. A.
(1998). Negative Emotions in Marketing Research: Affect or Artifact?. Journal of Business Research, 42(3), 271-285.
Available at: https://aquila.usm.edu/fac_pubs/4998