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....

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...

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...

Widely varying accounts of how people categorize new instances have been advanced in recent years. It is argued that identification and evaluation of a product are fundamentally intertwined and are outcomes of a process intended both to provide meaning and to facilitate a readiness to respond....