How Emotional Carryover Shapes Future-Self Continuity and Sustains Consumer Investment Intentions

초록

This study examines how emotionally framed investment messages generate enduring behavioral effects. Drawing on appraisal-tendency insights and future self-continuity theory, the study develops a longitudinal model and captures temporal relationships using three-wave panel data from 714 investors. Our findings show a pronounced temporal carryover effect: early emotional responses continue to shape later affective states even after message framing changes, which indicates that emotion functions as a persistent input rather than a momentary reaction. These evolving emotional states further enhance future self-continuity, which subsequently strengthens investment intention over time and demonstrates a temporally structured indirect pathway linking emotion to behavior. As exposure continues, the influence of emotion gradually shifts from affect-driven reactions to identity-based motivation, suggesting that persuasive effects become increasingly rooted in future-oriented self-concepts. By demonstrating that emotions accumulate and restructure how individuals relate their present and future selves, this research challenges static persuasion models and reconceptualizes emotion as a temporally evolving state variable, offering new insight into how sequential marketing messages cultivate lasting engagement.

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