Opportunity Knocks: Other-Praising Positive Emotions in Action

Sara B. Algoe, University of North Carolina, USA
Jonathan Haidt, University of Virginia, USA
Shelly Gable, University of California at Santa Barbara, USA
Emotions act as momentary coordination devices, orchestrating cognitions, biology, and motivations in response to a specific type of situation. Given the importance of positive emotional experience in consumption decisions, understanding the causes and consequences of specific types of positive emotion has important implications for marketers and service providers. We present new data on the distinct situational appraisals and cognitive consequences of the “other-praising” positive emotions of elevation, admiration, and gratitude. Four experiments (lab and field) illustrate the importance of eliciting the right appraisals (e.g., in gift-giving) to produce desired effects, i.e. promoting lasting relationships with new brand initiates and well-established consumers.
[ to cite ]:
Sara B. Algoe, Jonathan Haidt, and Shelly Gable (2010) ,"Opportunity Knocks: Other-Praising Positive Emotions in Action ", 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 .