Brand evaluation in anxiety situations: the role of locus of control and emotions

In this paper, we analyze how transitory anxiety states can have an impact on the value that individuals attribute to brands in purchasing processes, taking into account both the impact of emotions and the locus of control. The results of an experiment with 158 students reveal that situations of anxiety accompanied by an external locus of control, trigger a negative affective reaction that individuals attempt to relieve through the consumption of brands that satisfy their relational needs. It is also observed that when anxiety results from a positive stimulus with an internal locus of control, individuals feel a lower need for expression through the consumption of brands. On the contrary, the value of the brand as an element of distinction and trust are not influenced by mood.