The Nature and Role of Affect in Consumer Behavior

HANDBOOK OF CONSUMER PSYCHOLOGY, Curtis P. Haugtvedt, Paul Herr, Frank Kardes, eds., pp. 297-348, Erlbaum, 2008

98 Pages Posted: 2 Apr 2008

See all articles by Joel Cohen

Joel Cohen

University of Florida - Warrington College of Business Administration

Michel Tuan Pham

Columbia University - Columbia Business School

Eduardo B. Andrade

Imperial College Business School

Abstract

In the intervening years since publication of the chapter Affect and Consumer Behavior (Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & Robertson, 1991), research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics. Within psychology more generally, Schimmack and Crites (2005) located 923 references to affect between 1960 and 1980 and 4,170 between 1980 and 2000. Since research on affect has become more specialized, this chapter will concentrate on the various ways affect influences judgment and choice rather than on broader and historical perspectives. These will include the role of affect in information retrieval, differential processing of affectively colored information (including the role of affect in strengthening mental associations and memory consolidation), how and when affect provides information that influences judgments and decisions, and the motivational role of affect in guiding behavior and signaling the need for changes in vigilance, intensity, and direction. We begin, however, with some essential definitions.

Keywords: affect, emotion, mood, consumer behavior

JEL Classification: M31

Suggested Citation

Cohen, Joel and Pham, Michel Tuan and Andrade, Eduardo B., The Nature and Role of Affect in Consumer Behavior. HANDBOOK OF CONSUMER PSYCHOLOGY, Curtis P. Haugtvedt, Paul Herr, Frank Kardes, eds., pp. 297-348, Erlbaum, 2008 , Available at SSRN: https://ssrn.com/abstract=1115521

Joel Cohen

University of Florida - Warrington College of Business Administration ( email )

Gainesville, FL 32611
United States

Michel Tuan Pham

Columbia University - Columbia Business School ( email )

665 West 130th Street
922 Kravis Hall
New York, NY 10027
United States
212-854-3472 (Phone)

HOME PAGE: http://https://www.micheltuanpham.com/

Eduardo B. Andrade (Contact Author)

Imperial College Business School ( email )

South Kensington Campus
Exhibition Road
London SW7 2AZ, SW7 2AZ
United Kingdom

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