The role of emotions in marketing

Emotions are mental states of readiness that arise from appraisals of events or one 's own thoughts. Irt this article, the authors discuss the differentiations of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues am 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 an 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, tool The article closes with a number of questions for future research. research.