Emotions

Emotions

1. Appraisal Theory of emotions (Arnold, 1960; Lazarus, 1968; Roseman, 1991): Emotions are produced by cognitions. An emotion results of the evaluation and interpretation of comparing the actual with the desired state.

2. Consumption Emotions Scale (CES) (Richins, 1997): Scale comprehending a wider range of emotions: Anger, fear, sadness, shame, guilt, worry, envy, loneliness, contenment, romantic love, optimism, peacefulness

3. Emotions are mental states of readiness that result from evaluation of events or thoughts. Moods are longer lasting and Affect is a more general term that include both. Emotion/mood influences memory, categorisation, creativity and evaluation. Recommend using unipolar scales, at least 5 scale steps and at least 3 items (Bagozzi, Gopinath & Nyer, 1999)

4. Decision making is affected by Affect and Cognition. Affective product (cake) is chosen when processing resources are low. When processing resources are high cognition have a bigger impact on choice (Shiv & Fedorikhin, 1999).

5. A model is proposed integrating Affect Evaluation theory (judgements are congruent with current affective state) and Affect Regulation theory (people in negative affective mood will engage in mood-lifting actions). The model proposes that when mood changes are not expected AE guides behavior. When mood changes are expected AE and AR combine (Andrade, 2005).

6. Affective states influence consumption: Consumers eat larger amounts of hedonic foods when they are sad ( Garg, Wansink, & Inman, 2007).

7. The expression of emotion on a victim´s face produces sympathy and affect donations (Small & Veochi, 2009).

8. Making tragic choices generates more negative feelings because of a sense of personal causality, i.e., withdrawing life support. (Botti & Iyengar, 2009).