ABSTRACT
Four components are frequently regarded as constitutive of an emotion: physiological changes, cognitive appraisals, subjective feelings, and behavioral reactions (Bagozzi, Gopinath, and Nyer 1999). In this chapter we will primarily be concerned with the behavioral effects of emotions. Emotional behavior consists of both unpremeditated, expressive behavior (including facial and vocal expressions) and emotionally motivated instrumental behavior (cf. Lazarus 1991; Mesquita and Frijda 1992). Our focus will be on the latter, and we will specifically emphasize the role of emotions in goal-directed behavior. Although Frijda (1993:393) observed that “little systematic research exists on the actual relationships between emotions and corresponding changes in…goal-directed behaviors,” we believe that such research offers many opportunities for enriching our understanding of human behavior in general and consumer behavior in particular.
