The Effects of Emotions on the Purchase of Tour Commodities

Abstract

Academics and marketers know relatively little about how emotions affect people's choice of travel and tour commodities. A series of experiments was conducted to demonstrate and explain the relationship between risk-taking and the decisions of consumers. Study 1 showed that subjects in a negative emotional condition displayed more systematic risk-taking behavior than subjects who were in a positive emotional state. Studies 2-4 examined the effect of emotional condition on the purchase of tour commodities, and the results show that subjects in a positive emotional condition were likely to be less responsive to sales promotions, and more likely to choose an option that is “average” in all dimensions or a fully packaged tour than those in a negative emotional condition. The effects are discussed in relation to the literature on emotions, risk-taking, and consumer decisions.