The role of affective choice mode in the consumer purchase of expressive products

Abstract

Based on Zajonc's (1980) thesis, a concept of Affective Choice Mode is developed. It is argued that when products are expressive (i.e., they are sought for psycho-social goals rather than for utilitarian goals), then the predominant mode of consumer brand selection is the affective choice mode. This mode is contrasted with the traditionally assumed information processing mode. Using survey data from 192 consumers and employing LISREL analyses it is shown that (a) although involvement leads to information processing, (b) expressiveness makes affective choice mode more likely, which in turn (c) suppresses information processing. Research and managerial implications of the present work are discussed.