ABSTRACT
Emotions are often understood as complementary to cognitions. Emotional approaches are of great significance in consumer goods marketing. This chapter presents four conceptions: Duffy, Izard, Scherer, and Schachter and Singer. The approaches do have in common the assumption of an inner arousal, or an affective reaction and subjective sensations. Piaget has shown that emotion and cognition are two aspects that are indivisible from all human actions. In taking a good look at emotions, it has to be taken into consideration that there are very many differing, to some extent conflicting approaches to the content of emotions. It should be mentioned that emotion psychology is perhaps the one branch of psychology in which there is the least agreement regarding what its subject matter actually is. According to Lazarus, Kanner and Folkmann emotions are the result of cognitively influenced transactions with the real, assumed or expected, natural or social environment; they arise out of cognitive assessments, impulses to act, and bodily reactions.
