The Effect of Affective Cues on Unrealistic Optimism and Consumer Response: An Affective Sensemaking Rationale

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	The Effect of Affective Cues on Unrealistic Optimism and Consumer Response: An Affective Sensemaking Rationale
	Yuan, Y.; Pornpitakpan, C.
	2021-07-01
Source Publication	2021 Academy of International Business Annual Conference
Abstract	Conducting 2 experiments, this research finds that valence of explicit and implicit affective cues influences unrealistic optimism and subsequent consumer behavioral intentions and proposes an affective sensemaking rationale. Study 1 demonstrates the variability of unrealistic optimism: individuals can be unrealistically optimistic or rational across different event scenarios due to affect intensity of events. Study 2 investigates the interaction between valence of explicit affective cue and valence of implicit affective cue on unrealistic optimism, and the mediation effect of unrealistic optimism on subsequent consumer responses in a gaming industry context. The patterns of such two-way interactions may be reversed when comparing self with a best friend versus comparing self with an average person of the same sex and age as self in the country. This research renders theoretical and managerial implications. An affective sensemaking rationale is proposed to reconcile the varied manifestation of unrealistic optimism in extant literature. The behavioral intentions associated with unrealistic optimism extend the research streams in cognitive psychology and behavioral economics. In managerial contexts, multinationals could apply standardization or localization marketing strategies of risk-related products accordingly.
Keyword	unrealistic optimism affective cues sensemaking
Language	英語English
The Source to Article	PB_Publication
PUB ID	60374
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Recommended Citation GB/T 7714	Yuan, Y.,Pornpitakpan, C.. The Effect of Affective Cues on Unrealistic Optimism and Consumer Response: An Affective Sensemaking Rationale[C], 2021.
APA	Yuan, Y.., & Pornpitakpan, C. (2021). The Effect of Affective Cues on Unrealistic Optimism and Consumer Response: An Affective Sensemaking Rationale. 2021 Academy of International Business Annual Conference.

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