Relación entre el afecto anticipatorio y la preferencia de productos de lujo y lujo ecológico.
Rodríguez González, Liliana Yamile | 2019
The objective of this study was to establish the relationship between anticipatory affect and the preference of luxury and ecological luxury products in the fashion accessories category. An intra-subject experimental study was carried out with a factorial design 3x3x2 to 36 participants; were presented three visual stimuli (anticipatory affect) with positive, neutral and negative affective charge, three products and two labels that identified the products as luxury and ecological luxury; a trial session, a test with 27 trials and an emotional valence perception scale were presented. The main findings allow to observe the relationship between the neutral and negative anticipatory affect in the preference of ecological luxury products and the positive anticipatory affect in the preference of luxury products; similarly, there is relation between the anticipatory affect and the perception of the emotional valence.