Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.

This research examines the role of regulatory focus in the experience and control of desire for temptations, the fulfillment of which conflicts with other salient goals of the consumer. Relative to a prevention focus (i.e., an orientation away from negative outcomes), our findings demonstrate that a promotion focus (i.e., an orientation toward positive outcomes) not only increases the intensity of desire experienced on encountering a temptation, but also increases success of its subsequent resistance. Differences in self-control efficacy are found to be mediated by the type of self-control strategies consumers use in the 2 foci. Convergent evidence obtained in 4 studies, considering situational and dispositional aspects of regulatory focus, indicates that when temptations are encountered by consumers, regulatory focus is an important determinant of the degree of desire, and the nature and outcome of self-control.A calorie-conscious man standing in the cafeteria line to buy a salad sees a mouth-watering piece of New York cheesecake. A financially constrained shopper receives a preapproved offer to apply for yet another credit card. A student studying for her exams receives a call from a friend inviting her to a party that evening. In each case, the individual is likely to experience a desire to act: to buy the cheesecake, apply for the credit card, and go to the party. Yet most people would try to control these desires because they contradict and prevent the achievement of important current goals that they are pursuing: to maintain one's weight; remain debt free; and get good grades, respectively (e.g., Ainslie, 1992;Fishbach, Friedman, & Kruglanski, 2003). A large body of existing literature on self-control

This research reviews the motivation for voice behavior by dissatisfied consumers and demonstrates that facilitating complaining behavior results in reduced levels of negative word-of-mouth activity. Support is found for the hypotheses that dissatisfied consumers who complain to the marketer will experience venting-induced reduction in dissatisfaction, and that they will engage in reduced levels of negative word of mouth. On the other hand, dissatisfied consumers who engage in the relatively public act of negative word of mouth become committed to their level of dissatisfaction and hence do not exhibit any subsequent venting-induced reduction in dissatisfaction. The role of public commitment in binding individuals to their prior evaluations is discussed, along with the managerial implications.