In the intervening years since publication of the chapter Affect and Consumer Behavior (Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & Robertson, 1991), research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics....

One's own emotions may influence someone else's behavior in a social interaction. If one believes this, s/he has an incentive to game emotions-to strategically modify the expression of a current emotional state-in an attempt to influence her/his counterpart. In a series of three experiments,...

People often do not realize they are being influenced by an incidental emotional state. As a result, decisions based on a fleeting incidental emotion can become the basis for future decisions and hence outlive the original cause for the behavior (i.e., the emotion itself). Using a sequence of...

In this chapter we apply a unified theoretical conceptualization (see also Andrade, 2005) that includes both informational and goal-directed properties of affect to three important substantive research streams (risk taking, helping, eating patterns). These behaviors have not previously been...

The proposed model integrates two streams of research on affect by specifying how evaluative and regulatory mechanisms interact to guide behavior. Two experiments demonstrate that when no mood-changes are expected, the affective evaluation mechanism guides behavior, leading to a monotonic...

Mood influences cognitive activity and behavior in systematic ways. Since such affective contingencies are repeatedly and broadly experienced, they should be available for learning and possibly conscious introspection. We examine the role of such intuitive theories in guiding affect regulation...

Anecdotal evidence suggests that in a gambling environment consumers may end up betting more than they had initially planned. The authors assess this phenomenon in a series of three experiments, where people are exposed to sequential and fair gambles in a two-stage process (planned and actual...