The Discrete Emotions Theory Controversy in Psychology and Relevance to Consumer Behavior

Universality of emotions is relevant to Consumer Behavior. Consumer scholars like de Mooij sided with culture school, but universal dominated Psychology. Matsumoto used Ekman’s universal theory in consumer research. The debate has opened with new research. This paper reviews history of debate and new studies, draws conclusions for future.



Citation:

Louis Daily, Fiona Sussan, and Norris Krueger (2015) ,"The Discrete Emotions Theory Controversy in Psychology and Relevance to Consumer Behavior", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 320-320.

Authors

Louis Daily, Center For Global Business Research, University of Phoenix, USA
Fiona Sussan, Center For Global Business Research, University of Phoenix, USA
Norris Krueger, Center For Global Business Research, University of Phoenix, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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