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Article: Relaxation increases monetary valuations

TitleRelaxation increases monetary valuations
Authors
KeywordsConstrual Levels
Emotions
Monetary Valuations
Relaxation
Willingness To Pay
Issue Date2011
PublisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspx
Citation
Journal of Marketing Research, 2011, v. 48 n. 5, p. 814-826 How to Cite?
AbstractThis research documents an intriguing empirical phenomenon whereby states of relaxation increase the monetary valuation of products. The authors demonstrate this phenomenon in six experiments involving two methods of inducing relaxation, a large number of products of different types, and various methods of assessing monetary valuation. In all six experiments, participants who were put into a relaxed affective state reported higher monetary valuations than participants who were put into an equally pleasant but less relaxed state. This effect seems to be caused by differences in relaxed and nonrelaxed people's mental construais of the value of the products. Specifically, compared with less relaxed people, relaxed people seem to represent the value of products at a higher level of abstraction, which increases their perceptions of these products' value. The phenomenon appears to reflect an inflation of value by relaxed people rather than a deflation of value by less relaxed people. © 2011, American Marketing Association.
Persistent Identifierhttp://hdl.handle.net/10722/178064
ISSN
2015 Impact Factor: 3.109
2015 SCImago Journal Rankings: 5.764
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorPham, MTen_US
dc.contributor.authorHung, IWen_US
dc.contributor.authorGorn, GJen_US
dc.date.accessioned2012-12-19T09:41:45Z-
dc.date.available2012-12-19T09:41:45Z-
dc.date.issued2011en_US
dc.identifier.citationJournal of Marketing Research, 2011, v. 48 n. 5, p. 814-826en_US
dc.identifier.issn0022-2437en_US
dc.identifier.urihttp://hdl.handle.net/10722/178064-
dc.description.abstractThis research documents an intriguing empirical phenomenon whereby states of relaxation increase the monetary valuation of products. The authors demonstrate this phenomenon in six experiments involving two methods of inducing relaxation, a large number of products of different types, and various methods of assessing monetary valuation. In all six experiments, participants who were put into a relaxed affective state reported higher monetary valuations than participants who were put into an equally pleasant but less relaxed state. This effect seems to be caused by differences in relaxed and nonrelaxed people's mental construais of the value of the products. Specifically, compared with less relaxed people, relaxed people seem to represent the value of products at a higher level of abstraction, which increases their perceptions of these products' value. The phenomenon appears to reflect an inflation of value by relaxed people rather than a deflation of value by less relaxed people. © 2011, American Marketing Association.en_US
dc.languageengen_US
dc.publisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspxen_US
dc.relation.ispartofJournal of Marketing Researchen_US
dc.subjectConstrual Levelsen_US
dc.subjectEmotionsen_US
dc.subjectMonetary Valuationsen_US
dc.subjectRelaxationen_US
dc.subjectWillingness To Payen_US
dc.titleRelaxation increases monetary valuationsen_US
dc.typeArticleen_US
dc.identifier.emailGorn, GJ: gorn@hku.hken_US
dc.identifier.authorityGorn, GJ=rp01063en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1509/jmkr.48.5.814en_US
dc.identifier.scopuseid_2-s2.0-80855157352en_US
dc.identifier.hkuros209863-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-80855157352&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume48en_US
dc.identifier.issue5en_US
dc.identifier.spage814en_US
dc.identifier.epage826en_US
dc.identifier.eissn1547-7193-
dc.identifier.isiWOS:000294974500002-
dc.publisher.placeUnited Statesen_US
dc.identifier.scopusauthoridPhan, MT=54385569400en_US
dc.identifier.scopusauthoridHung, IW=24587428200en_US
dc.identifier.scopusauthoridGorn, GJ=6603382918en_US

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