Negative Emotions As Motivators of Consumption

Harish Kapoor, Acadia University, Canada
Emotions constitute a key component of consumer decision making and have been examined widely in the context of marketing. However, most studies on the role of emotions in consumption have focused on positive emotions and emotions as a consequence of consumption or marketing stimuli. The present study explores the role of negative emotions as motivators for consumption.
[ to cite ]:
Harish Kapoor (2008) ,"Negative Emotions As Motivators of Consumption", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 949-950.