The role of emotions and cognitions in post-trial product attitudes: assessing the effects of attribute information for hedonic and utilitarian products

This research investigates the role of emotional responses and cognitive structures in attitude formation from product trial experience of hedonic versus utilitarian products, when trial is preceded by different attribute information. The results indicate that, for utilitarian products, cognitive responses and pleasure play an important and distinctive role in posttrial attitude formation, whether search or experience attribute information is provided before trial. For hedonic products, providing search (vs. experience) attribute information prior to trial results in differential effects of emotions and cognitions on attitude formation. Specifically, when search attribute information is included in pre-trial advertisements, cognition and pleasure are significant antecedents of post-trial attitude formation. However, when experience attribute information is provided before trial experience, only emotions (pleasure and arousal), but not cognitions, have a significant effect on post-trial product attitudes. Theoretical and managerial implications of the study are provided.