Research on the Effect of Negative Emotions on the Sensitivity of Consuming Novel Items

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The rapid development of society has led to an increasing desire for shopping. Many brands have introduced many novelties to satisfy the public taste. If customers are confronted with very new and complex things and situations beyond their current cognitive abilities, they present a wide range of emotional experiences. Emotions are emotional experiences of human attitudes toward objective external things, reflections between objective external things and the needs of the subject in the human brain. Emotions include positive and negative emotions. Negative emotions such as feelings and moods are very common among consumers, and this paper analyzes the impact of consumer attitudes from negative emotional states, i.e., negative emotions. Consumer attitudes have three components: affective, cognitive, and behavioral. The effect is the feeling of the consumer’s attitude object. Cognition refers to the beliefs that consumers hold about an attitude object. Behavioral disposition is the intention of the behavior people want to take toward an attitude object. Oliver proposed in 1997 that consumer attitude is a comprehensive evaluation of consumers’ cognitive and emotional reactions to the consumption experience and is a judgment of the process of satisfying needs. In other words, both cognition and emotion affect consumers’ attitudes. In this paper, the presence of negative emotion is used as an actionable variable to study the effect of negative emotion on price sensitivity.