measuring emotions in the consumption experience

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1、JournalofConsumerResearch,Inc.MeasuringEmotionsintheConsumptionExperienceAuthor(s):Marsha L.RichinsReviewedwork(s):Source:JournalofConsumerResearch,Vol.24,No.2(September1997),pp.127-146Publishedby:TheUniversityofChicagoPressStableURL:http://www.jstor.org/stable/10.1086/209499.Accessed:26/03/201205

2、:15YouruseoftheJSTORarchiveindicatesyouracceptanceoftheTerms&ConditionsofUse,availableat.http://www.jstor.org/page/info/about/policies/terms.jspJSTORisanot-for-profitservicethathelpsscholars,researchers,andstudentsdiscover,use,andbuilduponawiderangeofcontentinatrusteddigitalarchive.Weuseinformatio

3、ntechnologyandtoolstoincreaseproductivityandfacilitatenewformsofscholarship.FormoreinformationaboutJSTOR,pleasecontactsupport@jstor.org.TheUniversityofChicagoPressandJournalofConsumerResearch,Inc.arecollaboratingwithJSTORtodigitize,preserveandextendaccesstoJournalofConsumerResearch.http://www.jsto

4、r.orgMeasuringEmotionsintheConsumptionExperienceMARSHAL.RICHINS*Althoughconsumption-relatedemotionshavebeenstudiedwithincreasingfre-quencyinconsumerbehavior,issuesconcerningtheappropriatewaytomeasuretheseemotionsremainunresolved.Thisarticlereviewstheemotionmeasurescurrentlyusedinconsumerresearchan

5、dthetheoriesonwhichtheyarebased;itconcludesthattheexistingmeasuresareunsuitedforthepurposeofmeasuringconsumption-relatedemotions.Thearticledescribessixempiricalstudiesthatassessthedomainofconsumption-relatedemotions,thatidentifyanappropriatesetofconsumptionemotiondescriptors(theCES),andthatcompare

6、theuse-fulnessofthisdescriptorsetwiththeusefulnessofothermeasuresinassessingconsumption-relatedemotions.heroleofaffectiveprocessesisanimportantsubjectinformationaboutthenatureofemotionsintheconsump-Tofstudyinconsumerbehavior(seeCohenandArenitionenvironmentorhowbesttomeasurethem.Lacking[1991]forare

7、view).Althoughmoststudiesofconsumerthisinformation,theyhavetendedtorelyonprecedenceaffecthavefocusedonconsumers'responsestoadvertis-whenchoosingmeasuresratherthanbeingguidedbyaning,researchconcerningemotionsthatr