Is a Happier or a Sadder One Smarter? The Role of Emotion in Consumers´ Judgments of Prices and Products

Prior research has had limited understanding towards emotions that influence consumers to use price information as the indicator of quality or sacrifice. Building on the growing body of evidence suggesting emotions are central to consumerspsila judgment and information processing, the present research demonstrated that the extent to which consumers use price information as an indicator of quality or sacrifice was a function of consumer emotions. Furthermore, the interaction effects of emotions and need for cognition (NFC) on the extent to which consumers use price information as an indicator of quality or sacrifice was also demonstrated in the present research.