What question did this study set out to answer?

To assess and compare the psychometric reliability, internal validity, and external convergent validity of Mehrabian and Russell's PAD dimensions versus Plutchik's emotional categories when applied to consumption experiences.

December 1, 1986Journal of Consumer Research

The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

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To assess and compare the psychometric reliability, internal validity, and external convergent validity of Mehrabian and Russell's PAD dimensions versus Plutchik's emotional categories when applied to consumption experiences.
Enrolled independent panels of judges to evaluate descriptions of real consumption experiences using either the PAD dimensional scales or Plutchik's categorical scheme.
Assigned separate samples of judges to rate artificial consumption descriptions on the same two competing emotion typologies to measure reliability and validity.
Mehrabian and Russell's PAD paradigm exhibited superior reliability and construct validity relative to Plutchik's categorical model across both real and artificial consumption scenarios.
Dimensional measurement of pleasure, arousal, and dominance captured consumption-related emotional nuances more effectively than discrete emotional categories.

Authors

WHWilliam J. HavlenaSouthern Methodist University MHMorris B. HolbrookColumbia University

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Implication

Comparative evaluation reveals superior validity for dimensional emotion models over categorical typologies in consumer experiences, highlighting better frameworks for consumption research.

Cite This Study

Havlena et al. (1986) studied this question.

synapsesocial.com/papers/6a0bd542faed69294fd0c628 https://doi.org/10.1086/209078

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Implication

Comparative evaluation reveals superior validity for dimensional emotion models over categorical typologies in consumer experiences, highlighting better frameworks for consumption research.

The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

Key Points

Discussion

Implication

Cite This Study

The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

Key Points

Discussion

Implication

Cite This Study

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