Social and Behavioral Sciences Commons^™

Shame And Guilt: The Good, The Bad, And The Ugly, Raika Sadeghein

Graduate Theses, Dissertations, and Problem Reports

In the past few decades, we have witnessed a growing body of literature on emotions in the consumer behavior domain. Emotions are defined as “mental states of readiness that arise from appraisals of events or one’s own thoughts” (Bagozzi, Gopinath, & Nyer, 1999, p. 184). Marketers have examined the role of emotions as stimuli, mediators, moderators, and responses to the environment. The broad topic of emotions includes subtopics such as impact of emotions on consumption, attitudes, and behavioral intentions, emotional responses to market stimuli, and the impact of emotions on cognition. However, although the study of emotions is pivotal to …