The role of emotions in marketing

  • Richard P. Bagozzi
  • Mahesh Gopinath
  • Prashanth U. Nyer


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.


Positive Affect Negative Emotion Positive Emotion Mood State Positive Mood 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1999

Authors and Affiliations

  • Richard P. Bagozzi
    • 1
  • Mahesh Gopinath
    • 2
  • Prashanth U. Nyer
    • 3
  1. 1.University of MichiganUSA
  2. 2.Tulane UniversityNew OrleansUSA
  3. 3.Chapman UniversityOrangeUSA

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