Emotional Calibration Effects on Consumer Choice

Abstract

This research extends the knowledge calibration paradigm to include emotional calibration. Two studies were conducted to investigate the effects of emotional calibration on consumer decision making. Emotionally calibrated consumers made higher-quality food choices, and these effects were predictive beyond cognitive ability and cognitive calibration. In a field experiment, emotional calibration enhanced obese consumers' decision quality by attenuating the impact of impulsive eating on caloric intake and reducing the effect of a vivid presentation of food choices. Theoretical implications are discussed for consumer emotional ability, confidence, and calibration, along with a motivation explanation for our findings. The significance of emotional calibration to future research is addressed along with a discussion of consumer well-being.