Structural analysis of affect in the pre-purchase context

Rosemary R. Seva, Henry Been Lirn Duh, Martin G. Helander

Research output: Journal article publicationJournal articleAcademic researchpeer-review

10 Citations (Scopus)


Previous studies on consumption related affect did not identify specific components in the pre-purchase context. This article reviewed theoretical bases of affect and its relationship to product judgment and determined the components and structure of pre-purchase affect. Field studies were conducted to gather an initial list of affect experienced before purchasing "high-involvement" products. An initial list of 94 pre-purchase affect was identified and trimmed down to 18 after further statistical analysis. A second study was conducted to determine the structure of the pre-purchase emotion set (PES) derived from the first study. Multidimensional scaling was used and four clusters of emotion were found labeled satisfaction, positive enthusiasm, optimism, and amazement. The same results were found using factor analysis. It was proposed that pre-purchase affect experience followed the human information processing model.

Original languageEnglish
Pages (from-to)43-52
Number of pages10
JournalDLSU Business and Economics Review
Issue number2
Publication statusPublished - 2010
Externally publishedYes


  • Consumer attitudes
  • Consumer behavior
  • Consumer spending

ASJC Scopus subject areas

  • Accounting
  • Economics, Econometrics and Finance(all)
  • Strategy and Management
  • Marketing


Dive into the research topics of 'Structural analysis of affect in the pre-purchase context'. Together they form a unique fingerprint.

Cite this