The Impact Of Anticipated Emotions On Consumption Experience Decision-making

Anticipated emotions is what individual hopes for the future experience, its effects on decision mainly in risk and uncertain situations.Studies have proved that the influence of anticipated emotions on decision making, but researches mainly adopt descriptive decision-making paradigm,which the probability and benefits of this paradigm of decision-making options is pre-determined, limited and complete.While Hertwig et al.(2004) informed that experience decision-making paradigm, the probability of decision-making options is unknown, to be determined and changed by people.It needs people to explore actively.Experience decision-making paradigm expands the scope of laboratory research, is closer to the actual human decision behavior and characteristics of the decision.But the researches of experience decision-making are currently focused on theoretical aspects, empirical research is less.Therefore,this research mainly adopts experience decision-making paradigm,exploring anticipated emotions affect experience decision-making, especially in consumer situations, and whether time interval will affect.In this study, three experiments were conducted.In the first experiment, we used a two-factor subjects design,three anticipated emotions (positive,negative,neutral)and two decision situations(descriptive decision-making, experience decision-making),explored the influence of anticipated emotions on the types of decision situations.In the second experiment.we used a two-factor subjects design.three anticipated emotions(positive, negative, neutral)and two consumer decision situations (descriptive decision-making, experience decision-making),explored the influence of anticipated emotions in specific consumer situations.In the third experiment,we used a two-factor subjects design, three anticipated emotions(positive, negative, neutral)and two time intervals (7days, a year),explored the influence of time interval on anticipated emotions and consumer situations.Results show that:(1) Anticipated emotions has significant effects on both descriptive decision-making and experience decision-making.Participants in negative anticipated emotions tend to be more risk seeking in decision-making than in positive.Participants in descriptive decision-making group tend to be more risk seeking in decision-making than in experience decision-making group.And participants in negative anticipated emotions tend to be more risk seeking in experience decision-making than in positive and neutral.(2) In specific consumer situations,anticipated emotions also has significant effects on the types of decision situations.Participants in negative anticipated emotions tend to be more risk seeking in consumption decision-making than in positive.Participants in descriptive decision-making group tend to be more risk seeking in decision-making than in experience decision-making group.And participants in negative anticipated emotions tend to be more risk seeking in consumption experience decision-making than in positive. (3) Time interval has moderate effect between anticipated emotions and consumption experience decision-making.Participants in the group of1week time interval condition tend to be more risk seeking than in the group of1year.Participants in negative anticipated emotions tend to be more risk seeking in consumption decision-making than in positive. With the extension of time interval,the impact of anticipated emotions on consumption experience decision-making and consumption tendency is gradually reduced.