| Summary: | This paper examines the effect of positive affect and negative affect toward social risk,
psychological risk and consumer attitude in foreign product purchase decision.The 127
undergraduate student involve as participant for this experimental factorial design 3(positive
affect/negative affect/neutral) x 2(utilitarian/symbolic). Negative affect is stimulated by
mentioning name of animosity country and positive affect is stimulated by mentioning name
of affinity country. The data was analyzed using MANOVA. The study result shows that
affect influencing attitude, psychological risk and social risk. Positive and negative affect
influencing dependent variable in different way. Participant perceive social risk and psychological
risk toward product from animosity country is higher that product from affinity country. This study
result also reveals that the influence of affect toward attitude, social risk and psychological risk would
be higher for the symbolic product rather than utilitarian. Again, it shows that negative affect and
positive affect are different construct in a different continuum.
Keyword: Affect, social risk, psychological risk, attitude, animosity, affinity
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