Feeling Good and Doing Better: How Specific Types of Positive Emotions Differentially Influence Consumer Behavior

Lisa Cavanaugh, University of Southern California, USA
James Bettman, Duke University, USA
Mary Frances Luce, Duke University, USA
We build on both appraisal theory and the broaden-and-build theory of positive emotions to provide a new approach for understanding the influence of different positive emotions (e.g., love, hope, pride) on consumption behavior. We examine new appraisal dimensions important to positive emotions and predict that specific positive emotions and specific positive emotional blends will lead to different types of broadening tendencies (e.g., behaviors or donations benefiting more distant others vs. larger consideration sets or effortful environmental actions). We also introduce the concept of appraisal dispositions to explain chronic differences in behavior across consumers. Five studies show how and why different positive emotions lead to distinct patterns of consumption.
[ to cite ]:
Lisa Cavanaugh, James Bettman, and Mary Frances Luce (2010) ,"Feeling Good and Doing Better: How Specific Types of Positive Emotions Differentially Influence Consumer Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 24-27 .