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The Effects of Affective Cue and Culture on Unrealistic Optimism and Consumer Responses.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Effects of Affective Cue and Culture on Unrealistic Optimism and Consumer Responses./
作者:	Yuan, Yizhou.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	373 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-02, Section: B.
Contained By:	Dissertations Abstracts International83-02B.
標題:	Behavioral psychology. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28548558
ISBN:	9798534654394

The Effects of Affective Cue and Culture on Unrealistic Optimism and Consumer Responses.
Yuan, Yizhou.

The Effects of Affective Cue and Culture on Unrealistic Optimism and Consumer Responses. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 373 p.

Source: Dissertations Abstracts International, Volume: 83-02, Section: B.

Thesis (Ph.D.)--University of Macau, 2021.

This item must not be sold to any third party vendors.

Conducting 10 experiments, this research finds that valence of explicit and implicit affective cues influences unrealistic optimism and subsequent consumer behavioral intentions, and culture interacts with affective cues to influence unrealistic optimism. Phase 1 (Studies 1 & 2) demonstrates the variability of unrealistic optimism: Individuals can be unrealistically optimistic or rational across different event scenarios due to affective intensity of events. Phase 2 (Studies 3 to 6) tests the effects of valence of implicit affective cues on unrealistic optimism and finds that positive implicit affective cues (blue color, curved shape) decrease unrealistic optimism, whereas negative ones (red color, pointy shape) increase it. Phase 3 (Studies 7 to 10) investigates the interaction between valence of explicit affective cue, valence of implicit affective cue, and culture on unrealistic optimism, and the mediation effect of unrealistic optimism on subsequent consumer responses in a gaming industry context. It finds that the effects of valence of implicit affective cue and culture are more pronounced in the negative explicit affective cue condition (frown) than in the positive explicit affective cue condition (smile). In the frown condition when comparing self with a best friend of the same sex and age as self, when exposed to a positive implicit affective cue (blue color), the Chinese are more optimistic than are the Americans, whereas when exposed to a negative implicit affective cue (red color), Americans are more optimistic than are the Chinese. The patterns of such two-way interactions may be reversed when comparing self with an average person of the same sex and age as self in the country.This research renders theoretical and managerial implications. First, this dissertation theorizes the reduction of unrealistic optimism. Second, an affective sensemaking rationale is proposed to reconcile the varied manifestation of unrealistic optimism in extant literature. Third, the behavioral intentions associated with unrealistic optimism extend the research streams in cognitive psychology and behavioral economics. In managerial contexts, successful manipulation of affective cues may contribute to customer satisfaction and sustainable consumption. Multinationals could apply standardization or localization marketing strategies according to the cultural differences that are related to risk estimates.

ISBN: 9798534654394Subjects--Topical Terms:

2122788
Behavioral psychology.
Subjects--Index Terms:

Consumer response

The Effects of Affective Cue and Culture on Unrealistic Optimism and Consumer Responses.
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