The Role of Emotional Complexity in Asian Consumer Behavior
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This article reviews the literature on the role of emotional complexity in Asian consumer behavior. One of the most salient psychological characteristics of East Asians (vs. Westerners) is their emotional complexity, defined as the experience of mixed emotions such as happiness and sadness. Most of the cross-cultural research on emotional complexity has focused on correlations between pleasant and unpleasant feelings associated with an identical event. The research shows that emotional complexity is more acceptable for Asians than for Westerners. Based on these findings, consumer behavior researchers have demonstrated that consumers with Asian (vs. Western) cultural backgrounds are more likely to accept emotion-based contradictions in advertising appeals, and are less likely to feel conflicted when experiencing mixed emotions elicited by advertising. In addition, researchers have shown that East Asians tend to have both benign and malicious envies when exposed to a desirable product owned by a superior other, decreasing an envy premium for the product. Future directions for research on this topic is also discussed.
Abstract
This article reviews the literature on the role of emotional complexity in Asian consumer behavior. One of the most salient psychological characteristics of East Asians (vs. Westerners) is their emotional complexity, defined as the experience of mixed emotions such as happiness and sadness. Most of the cross-cultural research on emotional complexity has focused on correlations between pleasant and unpleasant feelings associated with an identical event. The research shows that emotional complexity is more acceptable for Asians than for Westerners. Based on these findings, consumer behavior researchers have demonstrated that consumers with Asian (vs. Western) cultural backgrounds are more likely to accept emotion-based contradictions in advertising appeals, and are less likely to feel conflicted when experiencing mixed emotions elicited by advertising. In addition, researchers have shown that East Asians tend to have both benign and malicious envies when exposed to a desirable product owned by a superior other, decreasing an envy premium for the product. Future directions for research on this topic is also discussed.
참고문헌 (17)
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