Understanding consumers’ emotional reactions to social situations
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2023
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Botelho, Delane
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This doctoral dissertation is composed of three chapters examining how consumers' emotional reactions in social situations influence consumer behavior and brand evaluations. The first chapter provides an integrative review of the affective forecasting literature, presents a novel classification based on the dimensions of affective forecasting by focusing on how consumers mispredict their emotional reactions to future events, and provides some possible research opportunities to be explored in order to advance consumer psychology literature. The second chapter explores social comparison as a potential source of bias in affective forecasting. Three experimental studies examine whether consumers overestimate or underestimate their emotional reactions to future events when engaging in social comparison with others. The third chapter investigates how envious individuals attribute causes to others’ advantage and how (dis)liking an envied other affect envy subtypes. Across three experimental studies using distinct competitive contexts and brand categories, we investigate these differences and examine the effects of envy subtypes on brand attitude and choice.