Causes and consequences of emotions on consumer behaviour

Lisa M. Watson · Mark T. Spence

600 citations0/0 files storedEuropean Journal of Marketing

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Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification Emotions and Moral Behavior

Abstract

Purpose Consumption situations can be emotionally charged. Identifying the cause(s) of emotions has clear practical import to the understanding of consumer behaviour. Cognitive appraisal theory serves this purpose; however, a consensus has not yet emerged concerning terminology, number of relevant concepts and concomitant construct measurements, and theoretical linkages between constructs. This paper attempts to rectify this shortcoming. Design/methodology/approach This conceptual paper provides an extant review of emotions literature as it pertains to cognitive appraisals and consumption behaviours. Based on this review an integrative cognitive appraisal theory is advanced that is parsimonious and incorporates similarities across the various appraisal theory perspectives to date. Findings Four appraisals are proffered that appear capable of implicating specific emotions and their effects on consumer behaviour. The appraisals advanced are outcome desirability that encompasses pleasantness and goal consistency, agency which includes responsibility and controllability, fairness, and certainty. Sample propositions concerning how cognitive appraisals affect information processing extensiveness have also been provided. Originality/value First, the paper provides an extant review of cognitive appraisal theories of emotions, which makes transparent the looseness in terminology and differences in theoretical perspectives that currently exist. Second, based on this review the paper advances a unifying theory of consumption appraisals and explore their relevance to marketers. The theory proposed could explain inconsistent findings in the current literature. Third, directions for future research highlighting confounds that should be considered in study designs complete the paper.

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References

2013Stress: Appraisal and Coping 1991Emotion And Adaptation 1999The Role of Emotions in Marketing 1997Measuring Emotions in the Consumption Experience 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1986Affective Responses Mediating Acceptance of Advertising 1988Recent Attribution Research in Consumer Behavior: A Review and New Directions 1986The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior

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