摘要：The present research examined variables moderating the influence of anticipated consumption-related emotions on consumer decisions. Two studies indicated that the intention to purchase a product and the intention to take out a loan were influenced by anticipated emotions. The influence of anticipated emotions was similar for hedonic and utilitarian products. However, the influence was reduced when a belief in adaptation to products was cued. Examining the specific circumstances under which consumers base their decisions on anticipated emotions is relevant for marketing and consumer advisory service. Keywords: anticipated emotions , affective forecasting , hedonic products , belief in adaptation , consumer decision making
关键词：anticipated emotions; affective forecasting; hedonic products; belief in adaptation; consumer decision making
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