How emotion and regulatory focus affects purchase of new product according to risk pereption

Abstract

This study reviews the results of an experiment on the effect of the emotion and self-regulatory system when consuming experiential goods. The emotion involves in either happy or sad emotional status, and the self-regulatory system involves in either a promotion focus or a prevention focus. This study shows that emotion and self-regulatory system of a consumer influences the purchase of new products. New product is chosen as movies that are about to be released, and this study sees how people react to high-risk and low-risk movies when their emotion and self-regulatory system is manipulated. The results of this study suggest that happy consumers are more risk-prone, and have favorable attitude toward risky product, and that sad people are risk-averse and have favorable attitude toward low-risk product. Likewise, promotion focused consumers are risk-prone and prevention focused consumers are risk-averse. This study implies that emotion and self-regulatory system can act together as variable when confronted with new product.