Hope, Pride, and Processing During Optimal and Nonoptimal Times of Day

When do the specific positive emotions consumers experience influence their behavior, and why? To address this question we examine the conditions under which hope and pride facilitate more or less fluid cognitive processing. Using individuals’ naturally occurring time of day preferences (i.e., morning vs. evening hours), we show that hope, pride, and a neutral emotional state differentially influence fluid processing on cognitive tasks under constrained resources (i.e., non-optimal time of day). We show that during nonoptimal times of day hope, relative to pride, increases willingness to pay when preferences are constructed (experiment 1) and improves performance on tasks requiring fluid intelligence (experiment 2).


Lisa Cavanaugh, Keisha Cutright, Mary Frances Luce, and James Bettman (2010) ,"Hope, Pride, and Processing During Optimal and Nonoptimal Times of Day", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 271-275 .


Lisa Cavanaugh, University of Southern California, USA
Keisha Cutright, Duke University, USA
Mary Frances Luce, Duke University, USA
James Bettman, Duke University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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