Positive Affect At the Intersection of Two Cognitive Processes Magnifies the Second Process

Nguyen Pham, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
This research investigates the role of positive affect (pride vs. happiness) at the intersection of two cognitive processes. We demonstrate that when a goal of local or global processing is accessible, positive affect will increase the likelihood that individuals adopt the accessible goal in subsequent behaviors.
[ to cite ]:
Nguyen Pham and Naomi Mandel (2014) ,"Positive Affect At the Intersection of Two Cognitive Processes Magnifies the Second Process", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 805-805.