The impact of affect on consumer behavior is well documented; however, no unique pattern
of behavior can be expected from a valenced affective state. While one can find support for …

The proposed model integrates two streams of research on affect by specifying how
evaluative and regulatory mechanisms interact to guide behavior. Two experiments …

The influence of affect on consumers' psychological functioning and behavior is quite
pervasive, though it is often undramatic and sometimes subtle enough to be unrecognized …

The central thesis of this research is that negative affective states of the same valence can
have distinct and predictable, influences on decision processes. Building on cognitive …

In this article definitions of mood and the behavioral effects of negative moods are reviewed
and scrutinized. This is an important task for two reasons. First, in prior studies, consumer …

This article provides a critical review of what is known about affect regulation in relation to
consumption behavior. Based on numerous findings from psychology, communication …

Imagine a customer walking into a car dealership. The dealership is playing his favorite
song and offering free cookies, both of which put him in a good mood. However, when a …

How and when positive and negative moods affect attitudes, risk perceptions, and choice is
a problem that interests both consumer researchers and practitioners. We propose that the …

A conceptual framework is presented that depicts both the mediating role of mood states and
their potential importance in consumer behavior. Reviewing findings from the psychological …

In the intervening years since publication of the chapter “A ect and Consumer
Behavior”(Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & …