Coping With Mixed Emotions

Colleen C. Bee, University of San Diego, USA
Robert Madrigal, University of Oregon, USA
Consumer purchase decisions, particularly those that are important or highly involving, can be very stressful. The current research considers the effect of corporate social responsibility information on the dynamic relationship between consumer emotional responses and subsequent coping strategies in a purchase decision context. Discrete and mixed emotional responses are assessed and open ended responses are evaluated for the specific coping processes that consumers use when presented with either positive, negative, or conflicting information (i.e. both positive and negative information) about a company they are either considering a product purchase from or have already made a product purchase.
[ to cite ]:
Colleen C. Bee and Robert Madrigal (2007) ,"Coping With Mixed Emotions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 447-450.