The Effect Of Incidental Emotions And Emotional Appeals On Product Evaluation

Objectives:Most businesses thought consumers on product evaluation mostly focus on product quality. However it is more difficult to reach a higher level when the quality of product were on a high level, they have to spend more human material and financial resources to improve product evaluation.Combining mood congruent effect with feeling as information, the study discussed the effect of incidental emotion and emotional appeal to product evaluation from the perspective of consumer psychology and the product itself. On the one hand, this study not only enriched mood congruent effect, also made a contribution to the localization of the mood congruent effect. On the other hand, it expanded the study of the product evaluation. Methods:This thesis took advantage of graduates as research subjects by the methods of questionnaire and experimentation in the form of 2 * 2 between-subjects design to observe incidental emotion(excitement vs. quiescence) and emotional appeal(excitement vs. quiescence) on product evaluation. Results:The experimental data of this study was analysed by SPSS21.0,The results of analysis showed the main effect of emotional appeal on product evaluation was not significant,F(1,76)=0.721,p>0.05,and the main effect of incidental emotion on product evaluation was also not significant,F(1,76)<0.001,p>0.05, further analysis of the interaction showed that emotional appeal and incidental emotion was significantly,F( 1,76) =56.158, p < 0.001. On the condition of the same incidental emotion, there was significant difference on the levels of emotional appeal, and vice versa. Conclusion:Firstly,The interaction of incidental emotion and emotional appeal on product evaluation is significant.Secondly, The product evaluation of consumers is more positive when their own incidental emotion match emotional appeal.Thirdly, A product is more negative evaluated when incidental emotion mismatch emotional appeal.