ASSOCIATION FOR CONSUMER RESEARCH
Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802
Effects of Arousal on Pleasure: the Role of Telic and Paratelic States of Mind
Duane Wegener, Ohio State University, USA
En-Chung Chang, Renmin University of China, China
Richard Feinberg, Purdue University, USA
Xiaomeng Fan, Purdue University, USA
Based on a theoretical framework that combines Thayer’s (1978) two-dimensional arousal model, reversal theory and appraisal
theories, we propose that tense arousal and energetic arousal have independent effects on pleasure, and that activation for each arousal
route depends on consumer motivations. Studies in an interactive product setting and a vacation resort setting confirmed the existence
of two arousal routes to consumer pleasure. The vacation resort study also supported that a tense arousal route works to the extent that
people are predominantly telic in orientation, whereas an energetic arousal route works to the extent that people are predominantly
paratelic in orientation.
[to cite]:
Duane Wegener, En-Chung Chang, Richard Feinberg, and Xiaomeng Fan (2011) ,"Effects of Arousal on Pleasure: the Role of
Telic and Paratelic States of Mind", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian
Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 123-124.
[url]:
http://www.acrwebsite.org/volumes/1008974/volumes/ap09/AP-09
[copyright notice]:
This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in
part, please contact the Copyright Clearance Center at http://www.copyright.com/.
Effects of Arousal on Pleasure: The Role of Telic and Paratelic States of Mind
Xiaomeng Fan, Purdue University, USA*
Duane Wegener, Ohio State University, USA
En-Chung Chang, Renmin University of China, China*
Richard Feinberg, Purdue University, USA
EXTENDED ABSTRACT
Arousal is a rather interesting phenomenon in
consumption. Thayer (1978) suggested the existence of two
bipolar dimensions of arousal -- energetic arousal (energysleep) and tense arousal (tension-calmness).
Although
Thayer‘s model was developed in the 1970s, little research
has investigated whether arousal as two dimensions can
influence consumer pleasure. Previous researchers have
usually regarded arousal as a single dimension, which ranges
from low (e.g., sleepy, calm) to high (e.g., exciting, tense)
levels. However, the one-dimensional view of arousal cannot
effectively reflect the independent effects of two kinds of
arousal on pleasure. For example, consumer pleasure might
be enhanced when tense arousal decreases (i.e., when people
become more calm) and/or energetic arousal increases (i.e.,
when people become more excited). But reflected on a single
continuum, arousal may not change following a reduction of
tense arousal that accompanies an increase in energetic
arousal. In this case, arousal from a one-dimensional view
could not be identified as an antecedent of pleasure. This
conclusion definitely neglects separate impacts of tense
arousal and energetic arousal on pleasure. To address this
deficiency and explain inconsistent findings regarding
relations between arousal and pleasure in previous studies
(Finn 2005; Kaltcheva and Weitz 2006; Ladhari 2007), the
current study aims at validating the existence of two arousal
routes to consumer pleasure.
Thayer‘s two-dimensional view of arousal has been
supported by reversal theory (Apter 2001). Reversal theory
proposed two arousal curves. One was represented by
relaxation-tension relating to an ―arousal avoiding‖ system,
and the other by boredom-excitement as an ―arousal seeking‖
system. According to reversal theory, the ―arousal avoiding‖
and the ―arousal seeking‖ systems are respectively associated
with two states of mind known as telic and paratelic (Walters,
Apter, and Svebak 1982). The telic state is a serious-minded
state in which an individual is goal-oriented. People in telic
states value tranquility and calmness and avoid anxiety. In
contrast, the paratelic state is a playful state that drives people
to be activity-oriented. People in a paratelic state seek fun
and stimulation in ongoing activities. Because tense and
energetic arousals in Thayer‘s model are generally consistent
with relaxation and excitement curves in reversal theory
(Batra and Ray 1986; Brengman 2002; Larsen and Dienner
1992; Yik, Russell, and Feldman Barret 1999), the telic state
should make people especially sensitive to tense arousal, and
the paratelic state should make people especially sensitive to
energetic arousal.
According to reversal theory (Apter 2001), people in
telic states value tranquility and avoid tension. Decreasing
tense arousal in consumption experiences can enhance calm
feelings, which directly meet the expectations of those who
are predominantly telic. On the other hand, people in
paratelic states desire to be stimulated and thrilled (Apter
2001). Increasing energetic arousal in consumption
experiences can raise energetic states, which match the goals
of paratelic-oriented people.
Appraisal theories have
indicated that goal congruence can result in pleasure (Johnson
and Stewart 2004). Therefore, we hypothesize that calmness
(low levels of tense arousal) would cause pleasure to the
extent that people are predominately telic, and energy/vigor
(high levels of energetic arousal) can lead to pleasure to the
extent that people are predominately paratelic.
We first tested the existence of two arousal routes to
consumer pleasure in an interactive product context. One
hundred and forty-one participants who had used a portable
GPS in the last three months completed an online survey
about consumer experiences with GPS devices. A regression
on pleasure identified significant effects of ergonomic
qualities (e.g. usability, controllability, and predictability) and
hedonic qualities (e.g. fun, originality, and aesthetics). When
calmness and energy/vigor were included as covariates in the
prediction of pleasure, significant effects of calmness and
energy/vigor emerged, and effects of ergonomic and hedonic
qualities were reduced. In addition, ergonomic qualities
significantly predicted calmness but not energy/vigor, and
hedonic qualities significantly predicted energy/vigor but not
calmness. Thus the effect of ergonomic qualities on pleasure
was mediated by calmness and the effect of hedonic qualities
was mediated by energy/vigor.
Study 2 was about consumer experiences in vacation
resort scenarios. This study was conducted to further test
independent effects of tense arousal and energetic arousal on
pleasure and also to test potential moderating effects of
telic/paratelic orientations.
Sixty-five participants were
randomly assigned to one of two vacation scenarios (a
vacation that requires high vs. low energy expenditure). They
imagined themselves taking a vacation in a described
scenario, and then indicated their feelings of arousal and
pleasure. Finally, participants completed a personal style
questionnaire (i.e. ―Paratelic Dominance Scale‖, Cook and
Gerkovich 1993). Results indicated that a manipulation of
energy expenditure significantly influenced both energetic
and tense arousal: enhancing energy expenditure improved
energy/vigor but reduced calmness. A regression on pleasure
found positive main effects of calmness and energy/vigor, a
positive interaction between energy/vigor and paratelic
dominance score (PDS, a continuous variable), and a marginal
negative interaction between calmness and PDS. Regression
analyses showed that energy/vigor predicted pleasure for
relatively paratelic-dominant people (1 SD above the mean on
the PDS), but not for relatively telic-dominant people (1 SD
below the mean on the PDS). Calmness influenced pleasure
for both types of people, but the effect for relatively telicdominant people was greater than that for relatively paratelicdominant people.
In sum, by establishing two arousal routes to pleasure,
our research can clarify relations among product qualities,
arousal and pleasure, and go beyond past work in consumer
research that has equated pleasure with high-arousal affect
123
Asia Pacific Advances in Consumer Research
Volume 9 © 2011
124 / Effects of Arousal on Pleasure: The Role of Telic and Paratelic States of Mind
(e.g. elation). The two-arousal system can also be used by
marketing practitioners to create more effective marketing
mix programs according to the telic/paratelic orientations of
targeted consumers.
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