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H2: Processing fluency mediates the influence of incidental emotion on the nine-
ending price effect.
2.3 Emotional Certainty and Nine-Ending Price Effect
Various literatures indicated that certainty might be related to processing, certainty
become a particularly interesting dimension of emotions to examine consequently.
Previous research has argued that certainty and uncertainty have played important roles in
the study of information processing (Tiedens and Linton, 2001). Although prior research
has primarily examined positive and negative emotions, researchers have also found that
valence (i.e., positive vs. negative emotional states) alone cannot explain the relationship
between emotional states and judgment (e.g., Yen and Chuang, 2008; DeSteno, Petty,
Wegener, and Rucker, 2000; Tiedens and Linton, 2001). Recent research suggested that
emotions of the same valence may differ in their information processing (Tiedens and
Linton, 2001) and cognitive dimensions (Smith and Ellsworth, 1985). Experiencing some
emotions is reliably associated with certainty–uncertainty appraisal (Smith and Ellsworth,
1985). People engage in more systematic processing when in negative emotional states,
whereas people in positive emotional states engage in more heuristic processing (Tiedens
and Linton, 2001).
This paper presents the certainty–uncertainty appraisal dimension and how emotion
processing takes place. Identifying differences in the intensity of an emotion, such as
contentment, happiness, anger, or disgust, is associated with feelings of certainty,
characterized by understanding what is happening in the current situation and feeling able
to predict what will happen next. Other emotions, such as fear, worry, and hope, surprise
would be associated with feelings of uncertainty, characterized by not understanding what
is happening and feeling unsure about what will happen next (Yen and Chuang, 2008;
Smith and Ellsworth, 1985; Tiedens and Linton, 2001).
Positive mood leads to heuristic rather than systematic processing because it provides
a sense of subjective certainty (Martin, Ward, Achee, and Wyer, 1993). People engage in
more effortful processing when the actual level of certainty is below the desired level,
because one’s certainty appraisal serves as an internal cue to signal whether further
processing is necessary (Chaiken, Liberman, and Eagly, 1989; Tiedens and Linton, 2001;
Yen and Chuang, 2008).
Extending this reasoning and suggest more broadly, I therefore assume that certainty
emotional dimension is another important factor determining the role of emotions in the