There has been little investigation of how time pressure affects the postpurchase process. While much research has found that time pressure affects the decision making process, this study examines both processes as a whole. An experiment finds that time pressure changes how product attributes...

Following the emotional cognitive appraisal theory, we show that there are two distinct emotional sources each of which distinctively influences consumers’ judgments on counterfeit luxury brands. Two negative emotions (anger and envy for Study 1) and two positive emotions (pride and gratitude...

It is little investigated how affect (or motivation) influences vigilance-learning process. EEG (Electroencephalography) is used to measure affect and vigilance-learning. Affect is indicated by the difference between left and right prefrontal alpha-band EEG scores, and vigilance-learning is...

EEG responses to a target-scene event are measured in TV-ad exposure. These responses are analyzed to identify the relationship between affect and cognition. At the onset of the target event, total occipital alpha blocking, right occipital hemispheric dominance, left frontal dominance are more...