Research suggests that negative affect triggers a variety of cognitive and behavioral responses designed to re-affirm and strengthen one's sense of self. In the current research, four studies explored the hypothesis that negative affect would also intensify the expression of culture consistent...

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...