A COMPARISON OF ATTITUDES AND EMOTIONS AS PREDICTORS OF BEHAVIOR AT DIVERSE LEVELS OF BEHAVIORAL EXPERIENCE

This study examines individuals' reports about emotive experience vis-a-vis their attitudinal judgements as predictors of subsequent behavior. Hypotheses are developed around the general premise that emotional reports tap information with motivational implications that need not be integrated into attitude judgements and thus should supplement attitude in prediction. The hypotheses are tested with a unique data base that allows categorization of subjects on the basis of diverse levels of prior experience and features naturally occurring behavior over a 12-month period as the criterion variable. The data support the premise that emotional variables can serve as incremental predictors in instances in which situational pressures may inhibit formation of meaningful attitudes. Also, the data suggest that emotional reports may furnish some unique information about what perpetuates a behavior. Implications for further integration of emotional experience into consumer research are discussed.