Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024)

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The Influence of Emotion on Risk Preference in Consumer Decision-Making and the Moderating Role of Information Processing Pathways

Authors
Wenhua Chen1, *
1Ningbo University of Finance & Economics, Ningbo, Zhejiang, 315175, China
*Corresponding author. Email: yan6881154@126.com
Corresponding Author
Wenhua Chen
Available Online 19 December 2024.
DOI
10.2991/978-94-6463-598-0_31How to use a DOI?
Keywords
Emotional state; decision-making behavior; risk selection; information processing modes; moderating effect
Abstract

This study aims to investigate the influence of emotion on consumer risk preference and to analyze the moderating role of information processing pathways in this relationship. Through experimental design, participants were first induced into positive or negative emotional states, and then engaged in risk decision-making tasks under different information processing conditions. The results indicate that positive emotions significantly enhance participants’ risk preference, while negative emotions lead participants to favor risk avoidance. Additionally, information processing pathways play a crucial moderating role in the relationship between emotion and risk preference: central processing reduces the impact of emotion on risk decisions, whereas peripheral processing amplifies the emotional effect. The findings of this study offer new insights into the role of emotion in decision-making processes and have important practical implications for marketing strategies, public policy formulation, and consumer behavior management. The study also discusses its limitations and suggests directions for future research.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
19 December 2024
ISBN
978-94-6463-598-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-598-0_31How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wenhua Chen
PY  - 2024
DA  - 2024/12/19
TI  - The Influence of Emotion on Risk Preference in Consumer Decision-Making and the Moderating Role of Information Processing Pathways
BT  - Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024)
PB  - Atlantis Press
SP  - 304
EP  - 311
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-598-0_31
DO  - 10.2991/978-94-6463-598-0_31
ID  - Chen2024
ER  -