The varieties of consumption experience: comparing two typologies of emotion in consumer behavior

Article Abstract:

Consumer researchers have recently turned their attention toward exploring the imaginative, emotional, and evaluative components of the consumption experience. Nevertheless, considerable work remains to be done on the emotional aspects of consumer behavior. Toward that end, this paper assesses the comparative reliabilities and validities of two competing typologies of emotion when they are applied to the representation of experiences associated with consumption activities. Specifically, independent samples of judges rated real experiential descriptions on either Mehrabian and Russell's (1974) PAD dimensions or Plutchik's (1980) emotional categories. Further, separate samples of judges evaluated artificial descriptions on the same competing frameworks. These data permit comparisons of reliability, internal validity, and external convergent validity for the two alternative schemes. The resultsfavor Mehrabian and Russell's PAD paradigm and suggest the need for further research exploring types of emotional responses to the varieties of consumption experience. (Reprinted by permission of the publisher.)

Consumers

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The semiology of cinematic consumption: symbolic consumer behavior in Out of Africa

Article Abstract:

This article examines the portrayal of consumption experiences in a recent film that provides especially clear examples of the use of symbolic consumer behavior to develop plot and character. We view cinematic consumption in this film as a detailed illustration that work on the semiology of consumption symbolism in movies and other art forms deserves a place in the annals of consumer research. (Reprinted by permission of the publisher.)

Motion pictures, Movies, Out of Africa (Motion picture)

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Taste versus the market: an extension of research on the consumption of popular culture

Article Abstract:

Data from motion pictures are investigated to examine the association between expert judgment and popular appeal in popular culture. Films that get favorable expert judgment tend to get approval from ordinary consumers , showing that consumers have "good taste" as well.

United States, Public affairs, Social aspects, Customer satisfaction, Popular culture, Mass media criticism, Report

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