Marketers often employ a variety of positive emotions to encourage consumption or promote a particular behavior (e.g., to buy, donate, or recycle) benefiting an organization or cause. We show that specific positive emotions do not universally increase prosocial behavior but rather encourage...

Current empirical evidence regarding nonconsciously priming emotion concepts is limited to positivelyversus negatively valenced affect. This article demonstrates that specific, equally valenced emotion concepts can be nonconsciously activated, remain inaccessible to conscious awareness, and...