In the intervening years since publication of the chapter Affect and Consumer Behavior (Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & Robertson, 1991), research in consumer behavior dealing with affect has exploded, making it one of the field's central research topics....

One's own emotions may influence someone else's behavior in a social interaction. If one believes this, s/he has an incentive to game emotions-to strategically modify the expression of a current emotional state-in an attempt to influence her/his counterpart. In a series of three experiments,...

How can the hedonistic assumption (i.e., people's willingness to pursue pleasure and avoid pain) be reconciled with people choosing to expose themselves to experiences known to elicit negative feelings? We assess how (1) the intensity of the negative feelings, (2) positive feelings in the...

The number of individual investors who trade stocks online has significantly increased in recent years. Surprisingly, consumer researchers have paid little attention to how emotions influence individual investors' stock-trading decisions. In a series of three experiments, this paper investigates...