Negative Emotions As Motivators of Consumption

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.


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.


Harish Kapoor, Acadia University, Canada


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Ineffective Altruism: Giving Less When Donations Do More

Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA

Read More


A11. When Political Neutrality Backfires

Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA
Rob Kurzban, University of Pennsylvania, USA

Read More


M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.