“…in gestures, posture and facial features), and may result in specific actions to affirm or cope with the emotion, depending on its nature and meaning for the person having it. Emotions, conscious or unconscious (Bagozzi et al, 1999 ) and linked to affect-laden judgments or beliefs (Rousi and Renko, 2020 ), are deemed central to action taken by consumers (Bagozzi et al, 1999 ; Gaur et al, 2014 ; Huang, 2001 ; Lin and Liang, 2011 ). These emotions are short-term sentiments of positive or negative valence (Bagozzi et al., 1999 ; Erevelles, 1998 ; Haavisto and Sandberg, 2015 ; Richins, 1997 ).…”