The role of emotions in marketing

Emotions are mental states of readiness that arise from appraisals of event s or one 's own thoughts. Irt this article, the authors discuss the differe ntiations of emotions from affect, moods, and attitudes, and outline an app raisal theory of emotions. Next, various measurement issues am considered. This is followed by an analysis of the role of arousal in emotions. Emotion s as markers, mediators, and moderators of consumer responses are then anal yzed. The authors turn next to the influence of emotions an cognitive proce sses, which is followed by a study of the implications of emotions for voli tions, goal-directed behavior; and decisions to help. Emotions and customer satisfaction are briefly explored, tool The article closes with a number o f questions for future research. research.