Incidental and Task‐Related Affect: A Re‐Inquiry and Extension of the Influence of Affect on Choice

Abstract

We examine the interplay between incidental affect and task-related affect in the context of consumer choice. Specifically, we examine the differential impact of two discrete negative affective states—anger and sadness—vis-à-vis a neutral affective state. We replicate Luce's (1998) finding that people are more likely to rely on a status quo option when they have to make emotionally difficult trade-offs. However, incidental affect moderates this effect such that angry individuals are more influenced by task-related affect, while sadness is less influenced by it. These findings support our thesis that consumers experiencing different negative emotions display differential reliance on avoidance choice strategies such as choosing the status quo.