It is little investigated how affect (or motivation) influences vigilance-learning process. EEG (Electroencephalography) is used to measure affect and vigilance-learning. Affect is indicated by the difference between left and right prefrontal alpha-band EEG scores, and vigilance-learning is...

In marketing, little effort has been made to systematically define trust while numerous empirical studies operationalize it and address its measures in an ad hoc manner. Thus, the construct of trust is implicitly understood to include mixed meanings and feelings. This conceptual study examines...

Following the emotional cognitive appraisal theory, we show that there are two distinct emotional sources each of which distinctively influences consumers’ judgments on counterfeit luxury brands. Two negative emotions (anger and envy for Study 1) and two positive emotions (pride and gratitude...