The effect of consumers' emotional reactions on behavioral intention: The moderating role of personal relevance and self‐monitoring

This study examines the moderating effects of personal relevance and self-monitoring on the relationship between emotional reactions and behavioral intention. The results show that personal relevance and self-monitoring moderate the emotion-behavioral intention relationship. The magnitude of the relationship increases significantly when these individual difference variables are incorporated as interaction terms. Theoretical and public policy implications are discussed.

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