Scholarlink

<p>Affective experiences play a crucial role in influencing consumer decisions and risk-taking behavior. Further, affective experiences comprise two dimensions: valence and arousal. Additionally, the motivational orientation (hedonic or utilitarian orientation) also has an effect on risk-taking behavior. This study investigates the impact of valence, arousal, and motivational orientation on risky choices in consumer decision-making. Utilizing a novel experimental paradigm, participants made purchase decisions across hedonic and utilitarian product categories under varied affective states induced by standardized affective videos. In the task, the participants were shown videos associated with different affective states and then had to choose one of the two similar products with manipulated risk parameters. The results indicated the significant effect of valence in predicting the risky choices for hedonic products but not for utilitarian products. The findings highlight the dominance of valence over arousal in influencing risky choices, with hedonic products being more susceptible to positively valenced emotions. Whereas no significant role of arousal was found either for hedonic or utilitarian products. Overall, the research suggests that the influence of valence on decision-making is more dominant than that of arousal.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Influence of affective experiences and motivational orientations on consumer decision-making under risk: valence predicts risky choices for hedonic but not utilitarian products

  • 期刊论文

  • 发表日期：

    2025年8月14日

查看全文
  • Hetvi Parekh,
  • Divita Singh

摘要

Affective experiences play a crucial role in influencing consumer decisions and risk-taking behavior. Further, affective experiences comprise two dimensions: valence and arousal. Additionally, the motivational orientation (hedonic or utilitarian orientation) also has an effect on risk-taking behavior. This study investigates the impact of valence, arousal, and motivational orientation on risky choices in consumer decision-making. Utilizing a novel experimental paradigm, participants made purchase decisions across hedonic and utilitarian product categories under varied affective states induced by standardized affective videos. In the task, the participants were shown videos associated with different affective states and then had to choose one of the two similar products with manipulated risk parameters. The results indicated the significant effect of valence in predicting the risky choices for hedonic products but not for utilitarian products. The findings highlight the dominance of valence over arousal in influencing risky choices, with hedonic products being more susceptible to positively valenced emotions. Whereas no significant role of arousal was found either for hedonic or utilitarian products. Overall, the research suggests that the influence of valence on decision-making is more dominant than that of arousal.