Although incidental affect has been shown to influence both attitude and purchase behavior, it has not been extended to actual consumption. This research investigates whether specific affective states influence food consumption and whether this influence is moderated by factors such as...

Purpose: This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion...