Abstract
Cognitive evaluations only partially explain the consumer purchasing patterns, especially when consumers approach a product for the first time. In such an encounter, consumers anticipate the emotions they might experience as a result of their decision, as they cannot realistically evaluate product performances. The work investigates the nature and the influence of these future-oriented emotions, namely anticipated and anticipatory happiness, in the first encounter with new products. Through a first laboratory study, adopting both physiological (micro-facial expressions analysis) and self-reported measures, we confirm the distinction between anticipated and anticipatory happiness. We further show the differential impact of these two emotional constructs on the consumer decision-making process by grounding on the Theory of Planned Behavior (TPB). Through a second study, based on a questionnaire, we further investigate the role of anticipated happiness within the TPB. We show that anticipated happiness is a pervasive emotional construct that influences all stages of the intention formation process. We discuss how these findings enrich existing knowledge on the interplay between cognitive and affective components of the decision-making process for new products. Moreover, we offer a methodological contribution to the use of physiological methods to assess emotions.