Skip to main content

Advertisement

SpringerLink
Log in

The role of emotions in marketing

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Aaker, David A., Douglas M. Stayman, and Michael R. Hagerty. 1986. “Warmth in Advertising: Measurement, Impact and Sequence Effects.”Journal of Consumer Research 12 (March): 365–381.

    Article  Google Scholar 

  • —,—, and Richard Vezina. 1988. “Identifying Feelings Elicited by Advertising.”Psychology & Marketing 5 (Spring): 1–16.

    Article  Google Scholar 

  • Allen, Chris T. and Chris A. Janiszewski. 1989. “Assessing the Role of Contingency Awareness in Attitudinal Conditioning With Implications for Advertising Research.”Journal of Marketing Research 26 (February): 30–43.

    Article  Google Scholar 

  • Austin, James T. and Jeffrey B. Vancouver. 1996. “Goal Constructs in Psychology: Structure, Process, and Content.”Psychological Bulletin 120:338–375.

    Article  Google Scholar 

  • Bagozzi, Richard P. 1991a. “Further Thoughts on the Validity of Measures of Elation, Gladness, and Joy.”Journal of Personality and Social Psychology 61:98–104.

    Article  Google Scholar 

  • — 1991b. “The Role of Psychophysiology in Consumer Research.” InHandbook of Consumer Behavior. Eds. Thomas S. Robertson and Harold H. Kassarjian. Englewood Cliffs, NJ: Prentice Hall, 124–161.

    Google Scholar 

  • — 1992. “The Self-Regulation of Attitudes, Intentions, and Behavior.”Social Psychology Quarterly 55:178–204.

    Article  Google Scholar 

  • — 1993. “An Examination of the Psychometric Properties of Measures of Negative Affect in the PANAS-X Scales.”Journal of Personality and Social Psychology 65:836–851.

    Article  Google Scholar 

  • — 1994. “The Effects of Arousal on the Organization of Positive and Negative Affect and Cognitions: Application to Attitude Theory.”Structural Equation Modeling 1:222–252.

    Article  Google Scholar 

  • — 1996. “The Role of Arousal in the Creation and Control of the Halo Effect in Attitude Models.”Psychology & Marketing 13:235–264.

    Article  Google Scholar 

  • Bagozzi, Richard P. Forthcoming. “Happiness.” InEncyclopedia of Human Emotions. Eds. David Levinson, James Ponzetti, and Peter Jorgensen. New York: Macmillan.

  • — and Robert E. Burnkrant. 1979. “Attitude Organization and the Attitude-Behavior Relationship.”Journal of Personality and Social Psychology 37:913–929.

    Article  Google Scholar 

  • Bagozzi, Richard P. and Utpal Dholakia. 1998. “Goal-Setting and Goal-Striving in Consumer Behavior.” Unpublished working paper, University of Michigan.

  • — and Elizabeth A. Edwards. 1998. “Goal Setting and Goal Pursuit in the Regulation of Body Weight.”Psychology and Health 13:593–621.

    Article  Google Scholar 

  • — and David J. Moore. 1994. “Public Service Advertisements: Emotion and Empathy Guide Prosocial Behavior.”Journal of Marketing 58:56–70.

    Article  Google Scholar 

  • —, Hans Baumgartner, and Rik Pieters. 1998. “Goal-Directed Emotions.”Cognition and Emotion 12:1–26.

    Article  Google Scholar 

  • Bagozzi, Richard P., Nancy Wong, and Youjae Yi. 1998. “The Representation of Affect in Independent- and Interdependent-Based Cultures.” Unpublished working paper, University of Michigan.

  • Barrett, Lisa Feldman and James A. Russell. 1998. “Independence and Bipolarity in the Structure of Current Affect.”Journal of Personality and Social Psychology 74:967–984.

    Article  Google Scholar 

  • Bartlett, James C. and John W. Santrock. 1979. “Affect-Dependent Episodic Memory in Young Children.”Child Development 50:513–518.

    Article  Google Scholar 

  • —, Georgia Burleson, and John W. Santrock. 1982. “Emotional Mood and Memory in Young Children.”Journal of Experimental Child Psychology 34:59–76.

    Article  Google Scholar 

  • Batra, Rajeev and Olli T. Ahtola. 1990. “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes.”Marketing Letters 2:159–170.

    Article  Google Scholar 

  • — and Morris B. Holbrook. 1990. “Developing a Typology of Affective Responses to Advertising.”Psychology & Marketing 7 (Spring): 11–25.

    Article  Google Scholar 

  • — and Michael L. Ray. 1986. “Affective Responses Mediating Acceptance of Advertising.”Journal of Consumer Research 13 (September): 234–249.

    Article  Google Scholar 

  • — and Douglas M. Stayman. 1990. “The Role of Mood in Advertising Effectiveness.”Journal of Consumer Research 17:203–214.

    Article  Google Scholar 

  • — and Debra Stephens. 1994. “Attitudinal Effects of Ad-Evoked Moods and Emotions: The Moderating Role of Motivation.”Psychology & Marketing 11:199–215.

    Article  Google Scholar 

  • Bless, Herbert, Gerd Bohner, Norbert Schwarz, and Fritz Strack. 1990. “Mood and Persuasion: A Cognitive Response Analysis.”Personality and Social Psychology Bulletin 16 (2):331–345.

    Article  Google Scholar 

  • —, Gerald L. Clore, Norbert Schwarz, Verena Golisano, Christina Rabe, and Marcus Wolk. 1996. “Mood and the Use of Scripts: Does a Happy Mood Really Lead to Mindlessness?”Journal of Personality and Social Psychology 71 (4):665–679.

    Article  Google Scholar 

  • Bohner, Gerd, Kimberly Crow, Hans-Peter Erb, and Norbert Schwarz. 1992. “Affect and Persuasion: Mood Effects on the Processing of Message Content and Context Cues and on Subsequent Behavior.”European Journal of Social Psychology 22:511–530.

    Article  Google Scholar 

  • —, Shelly Chaiken, and Piroska Hunyadi. 1994. “The Role of Mood and Message Ambiguity in the Interplay of Heuristic and Systematic Processing.”European Journal of Social Psychology 24:207–221.

    Article  Google Scholar 

  • Boninger, David S., Faith Gleicher, John Hetts, David Armor, and E. Moore. 1994. “The Influence of Counterfactual Thinking on Intentions and Behavior.” Unpublished raw data, reported in Gleicher et al. (1995).

  • Bower, Gordan H. 1981. “Mood and Memory.”American Psychologist 36 (2): 129–148.

    Article  Google Scholar 

  • — and Paul R. Cohen. 1982. “Emotional Influences in Memory and Thinking: Data and Theory.” InAffect and Cognition. Eds. Margaret Clark and Susan T. Fiske. Hillsdale, NJ: Lawrence Erlbaum, 291–331.

    Google Scholar 

  • — and John D. Mayer. 1985. “Failure to Replicate Mood-Dependent Retrieval.”Bulletin of the Psychonomic Society 23:39–42.

    Google Scholar 

  • —, Kenneth P. Monteiro, and Stephen G. Gilligan. 1978. “Emotional Mood as a Context for Learning and Recall.”Journal of Verbal Learning and Verbal Behavior 17:573–585.

    Article  Google Scholar 

  • —, Stephen G. Gilligan, and Kenneth P. Monteiro. 1981. “Selectivity of Learning Caused by Affective States.”Journal of Experimental Psychology: General 110 (4):451–473.

    Article  Google Scholar 

  • Bradburn, Norman M. 1969.The Structure of Psychological Well-Being. Chicago: Aldine.

    Google Scholar 

  • Breckler, Steven J. and Elizabeth C. Wiggins. 1989. “Affect Versus Evaluation in the Structure of Attitudes.”Journal of Experimental Social Psychology 25:253–271.

    Article  Google Scholar 

  • Brown, Steven P. and Douglas M. Stayman. 1992. “Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis.”Journal of Consumer Research 19 (June): 34–51.

    Article  Google Scholar 

  • —, William L. Cron, and John W. Slocum Jr. 1997. “Effects of Goal-Directed Emotions on Salesperson Volitions, Behavior, and Performance: A longitudinal Study.”Journal of Marketing 61:39–50.

    Article  Google Scholar 

  • Burke, Marian C. and Julie A. Edell. 1989. “The Impact of Feelings on Ad-Based Affect and Cognition.”Journal of Marketing Research 26:69–83.

    Article  Google Scholar 

  • Cacioppo, John T., Gary G. Berntson, and David J. Klein. 1992. “What Is an Emotion? The Role of Somatovisceral Afference, With Special Emphasis on Somatovisceral ‘Illusions.’.”Review of Personality and Social Psychology 14:63–98.

    Google Scholar 

  • Cantor, Joanne R., Jennings Bryant, and Dolf Zillman. 1974. “Enhancement of Humor Appreciation by Transferred Excitation.”Journal of Personality and Social Psychology 30:812–821.

    Article  Google Scholar 

  • Clark, Margaret D. and John D. Teasdale. 1982. “Diurnal Variation in Clinical Depression and Accessibility of Memories of Positive and Negative Experiences.”Journal of Abnormal Psychology 91:87–95.

    Article  Google Scholar 

  • Clore, Gerald L. and Donn Byrne. 1974. “A Reinforcement Affect Model of Attraction.” InFoundations of Interpersonal Attraction. Ed. T. L. Huston. New York: Academic Press, 143–170.

    Google Scholar 

  • —, Norbert Schwarz, and Michael Conway. 1994. “Affective Causes and Consequences of Social Information Processing.” InHandbook of Social Cognition, 2nd ed., Vol. 1. Eds. Robert Wyer, Thomas Srull, and Alice Isen. Hillsdale, NJ: Lawrence Erlbaum, 323–417.

    Google Scholar 

  • Cohen, Joel B. and Charles S. Areni. 1991. “Affect and Consumer Behavior.” InHandbook of Consumer Behavior. Eds. Thomas S. Robertson and Harold H. Kassarjian. Englewood Cliffs, NJ: Prentice Hall, 188–240.

    Google Scholar 

  • Crites Jr., Stephen L., Leandre R. Fabrigar, and Richard E. Petty. 1994. “Measuring the Affective and Cognitive Properties of Attitudes: Conceptual and Methodological Issues.”Personality and Social Psychology Bulletin 20 (December): 619–634.

    Article  Google Scholar 

  • Damasio, Antonio R. 1994.Descartes’ Error: Emotion, Reason, and the Human Brain. New York: Avon.

    Google Scholar 

  • Diener, Ed and Robert A. Emmons 1985. “The Independence of Positive and Negative Affect.”Journal of Personality and Social Psychology 47:1105–1117.

    Article  Google Scholar 

  • — and Randy J. Larsen. 1993. “The Experience of Emotional Well-Being.” InHandbook of Emotions. Eds. Michael Lewis and Jeannette M. Haviland. New York: Guilford, 405–415.

    Google Scholar 

  • Donovan, Robert J. and John R. Rossiter. 1982. “Store Atmospherics: An Environmental Psychology Approach.”Journal of Retailing 58:34–57.

    Google Scholar 

  • Dubé, Laurette, Marie-Claude Bélanger, and Elyse Trudeau. 1996. “The Role of Emotions in Health Care Satisfaction.”Journal of Health Care Marketing 16 (Summer):45–51.

    Google Scholar 

  • Dutton, Donald G. and Arthur P. Aron. 1974. “Some Evidence for Heightened Sexual Attraction Under Conditions of High Anxiety.”Journal of Personality and Social Psychology 30:510–517.

    Article  Google Scholar 

  • Eagly, Alice H. and Shelly Chaiken. 1993.The Psychology of Attitudes. New York: Harcourt Brace Jovanovich.

    Google Scholar 

  • —, Antonio Mladinic, and Stacey Otto. 1994. Cognitive and Affective Bases of Attitudes Toward Social Groups and Social Policies.Journal of Experimental Social Psychology 30:113–137.

    Article  Google Scholar 

  • Edell, Julie A. and Marian Chapman Burke. 1987. “The Power of Feelings in Understanding Advertising Effects.”Journal of Consumer Research 14 (December): 421–433.

    Article  Google Scholar 

  • Eich, Eric J. and Isabel M. Birnbaum. 1982. “Repetition, Cueing and State-Dependent Memory.”Memory and Cognition 10:103–114.

    Google Scholar 

  • Fiedler, Klaus. 1990. “Mood-dependent Selectivity in Social Cognition.” InEuropean Review of Social Psychology, Vol. 1. Eds. Wolfgang Stroebe and Miles Hewstone. New York: John Wiley, 1–32.

    Google Scholar 

  • Fishbein, Martin and Icek Ajzen. 1975.Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

    Google Scholar 

  • Folkes, Valerie, Susan Koletsky, and John L. Graham. 1987. “A Field Study of Causal Inferences and Consumer Reaction: The View From the Airport.”Journal of Consumer Research 13 (March):534–539.

    Article  Google Scholar 

  • Forgas, Joseph P. 1994. “The Role of Emotion in Social Judgments: An Introductory Review and an Affect Infusion Model (AIM).”European Journal of Social Psychology 24:1–24.

    Article  Google Scholar 

  • — 1995. “Mood and Judgment: The Affect Infusion Model (AIM).”Psychological Bulletin 117 (1):39–66.

    Article  Google Scholar 

  • — and Gordon H. Bower. 1987. “Mood Effects on Person-Perception Judgments.”Journal of Personality and Social Psychology 53 (1):53–60.

    Article  Google Scholar 

  • Friestad, Marian and Esther Thorson. 1986. “Emotion-Eliciting Advertising: Effect on Long-term Memory and Judgment.”Advances in Consumer Research 13:111–115.

    Google Scholar 

  • Frijda, Nico H. 1986.The Emotions. Cambridge, UK: Cambridge University Press.

    Google Scholar 

  • — 1993. “Moods, Emotion Episodes, and Emotions.” InHandbook of Emotions. Eds. M. Lewis and J. M. Haviland. New York: Guilford, 381–403.

    Google Scholar 

  • — 1994. “Emotions Are Functional, Most of the Time.” InThe Nature of Emotion. Eds. P. Ekman and R. J. Davidson, New York: Oxford University Press, 112–122.

    Google Scholar 

  • —, Peter Kuipers, and Elisabeth ter Schure. 1989. “Relations Among Emotion, Appraisal, and Emotional Action Readiness.”Journal of Personality and Social Psychology 57:212–228.

    Article  Google Scholar 

  • Gardner, Meryl P. 1985. “Mood States and Consumer Behavior: A Critical Review.”Journal of Consumer Research 12 (December):281–300.

    Article  Google Scholar 

  • — and G. J. Simokos. 1986. “Toward a Methodology for Assessing Effects of Instore Atmospherics.”Advances in Consumer Research 13:27–31.

    Google Scholar 

  • Gleicher, Faith, David S. Boninger, Alan Strathman, David Armor, John Hetts, and Mina Ahn. 1995. “With an Eye Toward the Future: The Impact of Counterfactual Thinking on Affect, Attitudes, and Behavior.” InWhat Might Have Been: The Social Psychology of Counterfactual Thinking. Eds. Neal J. Roese and James M. Olson. Mahwah, NJ: Lawrence Erlbaum, 283–304.

    Google Scholar 

  • Goldberg, Marvin E. and Gerald J. Gorn. 1987. “Happy and Sad TV Programs: How They Affect Reactions to Commercials.”Journal of Consumer Research 14:387–403.

    Article  Google Scholar 

  • Gopinath, Mahesh and Richard P. Bagozzi. 1999. “Cognitive Appraisals Leading to Consumer Emotions and Action Tendencies.” Unpublished working paper, University of Michigan.

  • Green, Donald P., Susan L. Goldman, and Peter Salovey. 1993. “Measurement Error Masks Bipolarity in Affect Ratings.”Journal of Personality and Social Psychology 64:1029–1041.

    Article  Google Scholar 

  • Hayes-Roth, B. 1977. “Evolution of Cognitive Structures and Processes.”Psychological Review 84:260–278.

    Article  Google Scholar 

  • Hill, Ronald P. and Meryl P. Gardner. 1987. “The Buying Process: Effects of and on Consumer Mood States.”Advances in Consumer Research 14:408–410.

    Google Scholar 

  • Hochschild, Arlie R. 1983.The Managed Heart. Berkeley: University of California Press.

    Google Scholar 

  • Holbrook, Morris B. and Rajeev Batra. 1987. “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising.”Journal of Consumer Research 14:404–420.

    Article  Google Scholar 

  • Isen, Alice M. 1984. “Toward Understanding the Role of Affect in Cognition.” InHandbook of Social Cognition, Vol. 3. Eds. Robert Wyer, Thomas Srull, and Alice Isen. Hillsdale, NJ: Lawrence Erlbaum, 179–236.

    Google Scholar 

  • — 1987. “Positive Affect, Cognitive Processes, and Social Behavior.” InAdvances in Experimental Social Psychology, Vol. 20. Ed. Leonard Berkowitz. New York: Academic Press, 203–253.

    Google Scholar 

  • — 1989. “Some Ways in Which Affect Influences Cognitive Processes: Implications for Advertising and Consumer Behavior.” InCognitive and Affective Responses to Advertising. Eds. Patricia Cafferata and Alice M. Tybout. Lexington, MA: Lexington Books, 91–117.

    Google Scholar 

  • — and Kimberly A. Daubman. 1984. “The Influence of Affect on Categorization.”Journal of Personality and Social Psychology 47 (6):1206–1217.

    Article  Google Scholar 

  • —, Thomas E. Shalker, Margaret Clark, and Lynn Karp. 1978. “Affect, Accessibility of Material in Memory, and Behavior: A Cognitive Loop?”Journal of Personality and Social Psychology 36 (1):1–12.

    Article  Google Scholar 

  • —, Mitzi M. Johnson, Elizabeth Mertz, and Gregory F. Robinson. 1985. “The Influence of Positive Affect on the Unusualness of Word Associations.”Journal of Personality and Social Psychology 48 (6): 1–14.

    Article  Google Scholar 

  • —, Kimberly A. Daubman, and Gary P. Nowicki. 1987. “Positive Affect Facilitates Creative Problem Solving.”Journal of Personality and Social Psychology 52 (6):1122–1131.

    Article  Google Scholar 

  • —, Paula M. Niedenthal, and Nancy Cantor. 1992. “An Influence of Positive Affect on Social Categorization.”Motivation and Emotion 16 (1):65–78.

    Article  Google Scholar 

  • Izard, Carroll E. 1972.Patterns of Emotions: A New Analysis of Anxiety and Depression. New York: Academic Press.

    Google Scholar 

  • — 1991.The Psychology of Emotions. New York: Plenum.

    Google Scholar 

  • — 1992. “Basic Emotions, Relations Among Emotions, and Emotion-Cognition Relations.”Psychological Review 99:561–565.

    Article  Google Scholar 

  • James, William. [1890] 1950.The Priciples of Psychology. Vol 2. New York: Holt.

    Google Scholar 

  • Laird, James D., John J. Wagener, Mark Halal, and Martha Szegda. 1982. “Remembering What You Feel: The Effects of Emotion on Memory.”Journal of Personality and Social Psychology 42 (4): 646–657.

    Article  Google Scholar 

  • Larsen, Randy J. and Ed Diener. 1992. “Promises and Problems With the Circumplex Model of Emotion.” InReview of Personality and Social Psychology: Vol. 14. Emotional and Social Behavior. Ed. M. S. Clark. Newbury Park, CA: Sage, 25–59.

    Google Scholar 

  • Lazarus, Richard S. 1982. “Thoughts on the Relations Between Emotion and Cognition.”American Psychologist 35:1019–1024.

    Article  Google Scholar 

  • — 1991.Emotion and Adaptation. New York: Oxford University Press.

    Google Scholar 

  • LeDoux, Joseph. 1996.The Emotional Brain: The Mysterious Underpinnings of Emotional Life. New York: Simon & Schuster.

    Google Scholar 

  • Lewis, Michael 1993. “Self-Conscious Emotions: Embarrassment, Pride, Shame, and Guilt.” InHandbook of Emotions. Eds. M. Lewis and J. M. Haviland. New York: Guilford, 563–573.

    Google Scholar 

  • Locke, Karen. 1996. “A Funny Thing Happened! The Management of Consumer Emotions in Service Encounters.”Organizational Science 7 (January–February):40–59.

    Google Scholar 

  • MacKenzie, Scott B., Richard J. Lutz, and George Belch. 1986. “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations.”Journal of Marketing Research 23 (May):130–143.

    Article  Google Scholar 

  • Mackie, Diane M. and Leila T. Worth. 1989. “Processing Deficits and the Mediation of Positive Affect in Persuasion.”Journal of Personality and Social Psychology 57 (1):27–40.

    Article  Google Scholar 

  • Mano, Haim and Richard L. Oliver. 1993. “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction.”Journal of Consumer Research 20 (December): 451–466.

    Article  Google Scholar 

  • Manstead, Antony S. R. and Hugh L. Wagner. 1981. “Arousal, Cognition, and Emotion: An Appraisal of Two-Factor Theory.”Current Psychological Reviews 1: 35–54.

    Google Scholar 

  • Marcel, Anthony J. 1983. “Conscious and Unconscious Perception: An Approach to the Relations Between Phenomenal Experience and Perceptual Processes.”Cognitive Psychology 15: 238–300.

    Article  Google Scholar 

  • Markus, Hazel R. and Shinobu Kitayama. 1994. “The Cultural Construction of Self and Emotion: Implications for Social Behavior.” In Emotion and Culture: Empirical Studies of Mutual Influence. Eds. S. Kitayama and H. R. Markus. Washington, DC: American Psychological Association, 89–130.

    Chapter  Google Scholar 

  • Martin, Leonard L., David W. Ward, John W. Achee, and Robert S. Wyer Jr. 1993. “Mood as Input: People Have to Interpret the Motivational Implications of Their Moods.”Journal of Personality and Social Psychology 64 (3): 317–326.

    Article  Google Scholar 

  • Milliman, Ronald E. 1982. “Using Background Music to Affect the Behavior of Supermarket Shoppers.”Journal of Marketing 46 (Summer): 86–91.

    Article  Google Scholar 

  • — 1986. “The Influence of Background Music on the Behavior of Restaurant Patrons.”Journal of Consumer Research 13: 286–289.

    Article  Google Scholar 

  • Miniard, Paul W., Sunil Bhatla, and Randall L. Rose. 1990. “On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis.”Journal of Marketing Research 27 (August): 290–303.

    Article  Google Scholar 

  • Mitchell, Andrew A. and Jerry C. Olson. 1981. “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?”Journal of Marketing Research 18 (August): 318–332.

    Article  Google Scholar 

  • Murray, Noel, Harish Sujan, Edward R. Hirt, and Mita Sujan. 1990. “The Influence of Mood on Categorization: A Cognitive Flexibility Interpretation.”Journal of Personality and Social Psychology 59 (3): 411–425.

    Article  Google Scholar 

  • Nasby, William and Regina Yando. 1982. “Selective Encoding and Retrieval of Affectively Valent Information.”Journal of Personality and Social Psychology 43 (6): 1244–1253.

    Article  Google Scholar 

  • Nyer, Prashanth U. 1997a. “Modeling the Cognitive Antecedents of Post-Consumption Emotions.”Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 10: 80–90.

    Google Scholar 

  • — 1997b. “A Study of the Relationships Between Cognitive Appraisals and Consumption Emotions.”Journal of the Academy of Marketing Science 25 (4): 296–304.

    Article  Google Scholar 

  • Oatley, Keith 1992.Best Laid Schemes: The Psychology of Emotions. Cambridge, UK: Cambridge University Press.

    Google Scholar 

  • — and Philip N. Johnson-Laird. 1987. “Towards a Cognitive Theory of Emotions.”Cognition and Emotion 1: 29–50.

    Article  Google Scholar 

  • Obermiller, Carl. 1985. “Varieties of Mere Exposure: The Effects of Processing Style and Repetition on Affective Response.”Journal of Consumer Research 12: 17–30.

    Article  Google Scholar 

  • Oliver, Richard L. 1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.”Journal of Marketing Research 17 (November): 460–469.

    Article  Google Scholar 

  • — 1993. “Cognitive, Affective, and Attribute Bases of the Satisfaction Response.”Journal of Consumer Research 20 (December): 418–430.

    Article  Google Scholar 

  • — 1994. “Conceptual Issues in the Structural Analysis of Consumption Emotion, Satisfaction, and Quality.” InAdvances in Consumer Research, Vol. 21. Eds. Chris T. Allen and Deborah Roedder John. Provo, UT: Association for Consumer Research, 16–22.

    Google Scholar 

  • Olney, Thomas J., Morris B. Holbrook, and Rajeev Batra. 1991. “Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude Toward the Ad on Viewing Time.”Journal of Consumer Research 17 (March): 440–453.

    Article  Google Scholar 

  • Ortony, Andrew, Gerald L. Clore, and Allan Collins. 1988.The Cognitive Structure of Emotions. Cambridge, UK: Cambridge University Press.

    Google Scholar 

  • Parker, Dianne, Antony S. R. Manstead, and Stephen G. Stradling. 1995. “Extending the Theory of Planned Behaviour: The Role of Personal Norm.”British Journal of Social Psychology 34: 127–137.

    Google Scholar 

  • Parkinson, Brian. 1995.Ideas and Realities of Emotion. London: Routledge.

    Google Scholar 

  • Parrott, Gerrod W. 1988. “The Role of Cognition in Emotional Experience.” InRecent Trends in Theoretical Psychology. Eds. W. J. Baker, L. P. Mos, H. V. Rappard, and H. J. Stam. New York: Springer-Verlag, 327–337.

    Google Scholar 

  • Perugini, Marco and Richard P. Bagozzi. 1998. “The Role of Desires and Anticipatory Emotions in Goal-Directed Behaviors: Extending the Theory of Planned Behavior.” Unpublished working paper, University of Michigan Business School.

  • Petty, Richard E. and John T. Cacioppo. 1986.Communication and Persuasion. New York: Springer-Verlag.

    Google Scholar 

  • —, David W. Schumann, Steven A. Richman, and Alan J. Strathman. 1993. “Positive Mood and Persuasion: Different Roles for Affect Under High and Low Elaboration Conditions.”Journal of Personality and Social Psychology 64: 5–20.

    Article  Google Scholar 

  • Pieters, Rik, Hans Baumgartner, and D. Allen. 1995. “A Means-End Chain Approach to Consumer Goal Structures.”International Journal of Research in Marketing 12 (3): 227–244.

    Article  Google Scholar 

  • Plutchik, Robert 1980. Emotion:A Psychoevolutionary Synthesis. New York: Harper & Row.

    Google Scholar 

  • Puto, Christopher P. and William D. Wells. 1984. “Informational and Transformational Advertising: The Differential Effects of Time.”Advances in Consumer Research 11: 638–643.

    Google Scholar 

  • Reisenzein, Rainer. 1983. “The Schachter Theory of Emotion: Two Decades Later.”Psychological Bulletin 94: 239–264.

    Article  Google Scholar 

  • Richard, René, Joop van der Pligt, and Nanne de Vries. 1995. “Anticipated Affective Reactions and Prevention of AIDS.”British Journal of Social Psychology 34: 9–21.

    Google Scholar 

  • Richins, Marsha L. 1997. “Measuring Emotions in the Consumption Experience.”Journal of Consumer Research 24: 127–146.

    Article  Google Scholar 

  • Roese, Neal J. and James M. Olson, eds. 1995.What Might Have Been: The Social Psychology of Counterfactual Thinking. Mahwah, NJ: Lawrence Erlbaum.

    Google Scholar 

  • Roseman, Ira J. 1991. “Appraisal Determinants of Discrete Emotions.”Cognition and Emotion 5: 161–200.

    Article  Google Scholar 

  • Rozin, Paul, Jonathan Haidt, and Clark R. McCauley. 1993. “Disgust.” InHandbook of Emotions. Eds. M. Lewis and J. M. Haviland. New York: Guilford, 575–594.

    Google Scholar 

  • Russell, James A. 1980. “A Circumplex Model of Affect.”Journal of Personality and Social Psychology 39 (December): 1161–1178.

    Article  Google Scholar 

  • — 1997. “How Shall an Emotion Be Called.” InCircumplex Models of Personality and Emotions. Eds. R. Plutchick and H. R. Conte. Washington, DC: American Psychological Association, 205–220.

    Chapter  Google Scholar 

  • — and Albert Mehrabian. 1977. “Evidence for a Three-Factor Theory of Emotions.”Journal of Research in Personality 11: 273–294.

    Article  Google Scholar 

  • —, Anna Weiss, and Gerald A. Mendelsohn. 1989. “Affect Grid: A Single-Item Scale of Pleasure and Arousal.”Journal of Personality and Social Psychology 57: 493–502.

    Article  Google Scholar 

  • Ruth, Julie A., Cele C. Otnes, and Frédéric F. Brunel. 1998. “Bonds and Burdens: Gift Receipt and Relationship Reformulation.” Unpublished working paper, University of Washington.

  • Salovey, Peter and Deborah Birnbaum. 1989. “Influence of Mood on Health-Related Cognitions.”Journal of Personality and Social Psychology 57: 539–551.

    Article  Google Scholar 

  • Sanbonmatsu, David M. and Frank R. Kardes. 1988. “The Effect of Physiological Arousal on Information Processing and Persuasion.”Journal of Consumer Research 15: 379–395.

    Article  Google Scholar 

  • Schachter, Stanley and Jerome E. Singer. 1962. “Cognitive, Social, and Physiological Determinants of Emotional State.”Psychological Review 69: 379–399.

    Article  Google Scholar 

  • Schaller, Mark and Robert B. Cialdini. 1990. “Happiness, Sadness, and Helping: A Motivational Integration.” InHandbook of Motivation and Cognition: Foundations of Social Behavior, Vol. 2. Eds. R. M. Sorrentino and E. T. Higgins. New York: Guilford, 265–296.

    Google Scholar 

  • Schwarz, Norbert. 1990. “Feelings as Information: Informational and Motivational Functions of Affective States.” InHandbook of Motivation and Cognition: Foundations of Social Behavior, Vol. 2. Eds. R. M. Sorrentino and E. T. Higgins. New York: Guilford, 527–561.

    Google Scholar 

  • — and Herbert Bless. 1991. “Happy and Mindless, But Sad and Smart? The Impact of Affective States on Analytic Reasoning.” InEmotion and Social Judgments. Ed. Joseph P. Forgas. London: Pergamon, 55–71.

    Google Scholar 

  • — and Gerald L. Clore. 1983. “Mood, Misattribution, and Judgments of Well-Being: Informative and Directive Functions of Affective States.”Journal of Personality and Social Psychology 45 (3): 513–523.

    Article  Google Scholar 

  • —, Fritz Strack, Detlev Kommer, and Dirk Wagner. 1987. “Soccer, Rooms and the Quality of Your Life: Mood Effects on Judgments of Satisfaction With Life in General and with Specific Life Domains.”European Journal of Social Psychology 17: 69–79.

    Article  Google Scholar 

  • Shaver, Phillip, Judith Schwartz, Donald Kirson, and Cary O’Connor. 1987. “Emotion Knowledge: Further Exploration of a Prototype Approach.”Journal of Personality and Social Psychology 52: 1061–1086.

    Article  Google Scholar 

  • Shimp, Terence A. 1981. “Attitude Toward the Ad as a Mediator of Consumer Brand Choice.”Journal of Advertising 10: 9–15.

    Google Scholar 

  • — 1991. “Neo-Pavlovian Conditioning and Its Implications for Consumer Theory and Research.” InHandbook of Consumer Behavior. Eds. Thomas S. Robertson and Harold H. Kassarjian. Englewood Cliffs, NJ: Prentice Hall, 162–187.

    Google Scholar 

  • Smith, Craig A. and Phoebe C. Ellsworth. 1985. “Patterns of Cognitive Appraisals in Emotion.”Journal of Personality and Social Psychology 48: 813–838.

    Article  Google Scholar 

  • Srull, Thomas K. 1983. “Affect and Memory: The Impact of Affective Reactions in Advertising on the Representation of Product Information in Memory.” InAdvances in Consumer Research, Vol. 10. Eds. Richard P. Bagozzi and Alice Tybout. Ann Arbor, MI: Association for Consumer Research, 520–525.

    Google Scholar 

  • — 1984. “The Effects of Subjective Affective States on Memory and Judgment.” InAdvances in Consumer Research, Vol. 11. Ed. Thomas C. Kinnear. Provo, UT: Association for Consumer Research, 530–533.

    Google Scholar 

  • Stayman, Douglas M. and David A. Aaker. 1988. “Are All the Effects of Ad-Induced Feelings Mediated by Aad?”Journal of Consumer Research 15: 368–373.

    Article  Google Scholar 

  • — and Rajeev Batra. 1991. “Encoding and Retrieval of Ad Affect in Memory.”Journal of Marketing Research 28 (May): 232–239.

    Article  Google Scholar 

  • Stein, Nancy L., Maria D. Liwag, and Elizabeth Wade. 1996. “A Goal-Based Approach to Memory for Emotional Events: Implementations for Theories of Understanding and Socialization.” InEmotion: Interdisciplinary Perspectives. Eds. R. D. Kavanaugh, B. Zimmerberg, and S. Fein. Mahwah, NJ: Lawrence Erlbaum, 91–118.

    Google Scholar 

  • Taylor, Shirley. 1994. “Waiting for Service: the Relationship Between Delays and Evaluations of Services.”Journal of Marketing 58 (April): 56–69.

    Article  Google Scholar 

  • Teasdale, John D. and Sarah J. Fogarty. 1979. “Differential Effects of Induced Mood on Retrieval of Pleasant and Unpleasant Events From Episodic Memory.”Journal of Abnormal Psychology 88 (3): 248–257.

    Article  Google Scholar 

  • — and Louise M. Russell. 1983. “Differential Aspects of Induced Mood on the Recall of Positive, Negative and Neutral Words.”British Journal of Clinical Psychology 22: 163–171.

    Google Scholar 

  • Tulving, Endel and Zena Pearlstone. 1966. “Availability Versus Accessibility of Information in Memory for Words.”Journal of Verbal Learning and Verbal Behavior 5: 381–391.

    Article  Google Scholar 

  • Verbeke, Willem and Richard P. Bagozzi. 1998. “Self-Conscious Emotions in the Context of Personal Selling: Performance is a Function of the Ability to Cope With Shame and Embarrassment.” Unpublished working paper, University of Michigan.

  • Verbeke, Willem and Richard P. Bagozzi. 1999. “Coping With Anxiety in Personal Selling: A Study of Financial Service Salespeople.” Unpublished working paper, University of Michigan.

  • Watson, David and Auke Tellegen. 1985. “Toward a Consensual Structure of Mood.”Psychological Bulletin 98 (September): 219–235.

    Article  Google Scholar 

  • Wegener, Duane T. and Richard E. Petty. 1994. “Mood-Management Across Affective States: The Hedonic Contingency Hypothesis.”Journal of Personality and Social Psychology 66 (6): 1034–1048.

    Article  Google Scholar 

  • — and —. 1996. “Effects of Mood on Persuasion Processes: Enhancing, Reducing, and Biasing Scrutiny of Attitude-Relevant Information.” InStriving and Feeling: Interactions Between Goals and Affect. Eds. L. L. Martin and A. Tesser. Mahwah, NJ: Lawrence Erlbaum, 329–362.

    Google Scholar 

  • ——, and David J. Klein. 1994. “Effects of Mood on High Elaboration Attitude Change: The Mediating Role of Likelihood Judgments.”European Journal of Social Psychology 24: 25–43.

    Article  Google Scholar 

  • ——, and Stephen M. Smith. 1995. “Positive Mood Can Increase or Decrease Message Scrutiny: The Hedonic Contingency View of Mood and Message Processing.”Journal of Personality and Social Psychology 69 (1): 5–15.

    Article  Google Scholar 

  • Westbrook, Robert A. 1987. “Product/Consumption-Based Affective Responses and Postpurchase Processes.”Journal of Marketing Research 24 (August): 258–270.

    Article  Google Scholar 

  • — and Richard L. Oliver. 1991. “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction.”Journal of Consumer Research 18 (June): 84–91.

    Article  Google Scholar 

  • Wiles, Judith A. and T. Bettina Cornwell. 1990. “A Review of Methods Utilized in Measuring Affect, Feelings, and Emotion in Advertising.”Current Issues and Research in Advertising 13: 241–275.

    Google Scholar 

  • Worth, Leila T. and Diane M. Mackie. 1987. “Cognitive Mediation of Positive Affect in Persuasion.”Social Cognition 5: 76–94.

    Google Scholar 

  • Yi, Youjae. 1990. “A Critical Review of Consumer Satisfaction.” InReview of Marketing 1990. Ed. V. A. Zeithaml. Chicago: American Marketing Association, 68–123.

    Google Scholar 

  • Zajonc, Robert B. 1968. “Attitudinal Effects of Mere Exposure.”Journal of Personality and Social Psychology Monograph Supplement 9: 1–27.

    Article  Google Scholar 

  • — 1980. “Feeling and Thinking: Preferences Need No Inferences.”American Psychologist 35: 151–175.

    Article  Google Scholar 

  • — 1984. “On the Primacy of Affect.”American Psychologist 39: 117–123.

    Article  Google Scholar 

  • — 1998. “Emotions.” InThe Handbook of Social Psychology. Eds. D. T. Gilbert, S. T. Fiske, and G. Lindzey. Boston: McGraw-Hill, 591–632.

    Google Scholar 

  • — and Hazel Markus. 1982. “Affective and Cognitive Factors in Preferences.”Journal of Consumer Research 9 (September): 123–131.

    Article  Google Scholar 

  • Zevon, Michael A. and Auke Tellegen. 1982. “The Structure of Mood Change: An Idiographic/Nomothetic Analysis.”Journal of Personality and Social Psychology 43: 111–122.

    Article  Google Scholar 

  • Zillman, Dolf. 1971. “Excitation Transfer in Communication-Mediated Aggressive Behavior.”Journal of Experimental Social Psychology 7: 419–434.

    Article  Google Scholar 

  • —. 1983. “Transfer of Excitation in Emotional Behavior.” InHandbook of Social Psychology. Eds. John T. Cacioppo and Richard E. Petty. New York: Guilford, 215–230.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Michigan, Michigan, USA

    Richard P. Bagozzi

  2. Tulane University, New Orleans, USA

    Mahesh Gopinath

  3. Chapman University, Orange, USA

    Prashanth U. Nyer

Authors
  1. Richard P. Bagozzi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Mahesh Gopinath
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Prashanth U. Nyer
    View author publications

    You can also search for this author in PubMed Google Scholar

Additional information

Richard P. Bagozzi is the Dwight F. Benton Professor of Behavioral Science in Management at the University of Michigan Business School. He is a graduate of Northwestern University and has been a faculty member at the University of California-Berkeley, the Massachusetts Institute of Technology, and Stanford University. He is currently doing research in emotions, goal-directed behavior, and social identity theory.

Mahesh Gopinath is an assistant professor of marketing in the A. B. Freeman School of Business at Tulane University. He is a graduate of the University of Michigan Business School and is doing research in emotions and customer satisfaction.

Prashanth U. Nyer is an assistant professor of marketing in the School of Business and Economics at Chapman University. He is a graduate of the University of Michigan Business School and is doing research in emotions and customer satisfaction.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Bagozzi, R.P., Gopinath, M. & Nyer, P.U. The role of emotions in marketing. J. of the Acad. Mark. Sci. 27, 184–206 (1999). https://doi.org/10.1177/0092070399272005

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1177/0092070399272005

Keywords

Search

Navigation