Lisa A. Cavanaugh

Appraising the Appraisal-Tendency Framework

This article considers the consumer research implications of the Appraisal-Tendency Framework (ATF; Han, Lerner, & Keltner, 2007). This article outlines how the ATF approach could be applied to sequential consumer choices (e.g., effects of emotional responses to stockouts on later decisions) and high-stakes decisions (e.g., medical decisions). This article also proposes several areas in which the ATF might be extended: examining complex sequences of choices with emotional consequences, considering how incidental and integral emotions interact, characterizing how both evaluative and regulatory mechanisms may influence the effects of emotion on judgment and choice, and extending the range of positive emotions and appraisal dimensions considered.

Because I (Don't) Deserve It: How Relationship Reminders and Deservingness Influence Consumer Indulgence

Marketers regularly remind consumers of valued social relationships (e.g., close friends, family, romantic couples) to influence choice and consumption. However, the authors research reveals that such relationship reminders can backfire when consumers lack or no longer have these highlighted relationships. The author shows that reminding consumers of relationships they lack reduces their perceptions of deservingness and causes them to restrict indulgent consumption. Five studies establish the effect of relationship reminders on indulgence and provide support for the underlying process by both measuring and manipulating perceptions of deservingness.

Feeling Love and Doing More for Distant Others: Specific Positive Emotions Differentially Affect Prosocial Consumption

Marketers often employ a variety of positive emotions to encourage consumption or promote a particular behavior (e.g., buying, donating, recycling) to benefit an organization or cause. The authors show that specific positive emotions do not universally increase prosocial behavior but, rather, encourage different types of prosocial behavior. Four studies show that whereas positive emotions (i.e., love, hope, pride, and compassion) all induce prosocial behavior toward close entities (relative to a neutral emotional state), only love induces prosocial behavior toward distant others and international organizations. Loves effect is driven by a distinct form of broadening, characterized by extending feelings of social connection and the boundary of caring to be more inclusive of others regardless of relatedness. Love—as a trait and a momentary emotion—is unique among positive emotions in fostering connectedness that other positive emotions (hope and pride) do not and broadening behavior in a way that other connected emotions (compassion) do not. This research contributes to the broaden-and-build theory of positive emotion by demonstrating a distinct type of broadening for love and adds an important qualification to the general finding that positive emotions uniformly encourage prosocial behavior.

Perceptual Dimensions Differentiate Emotions

ABSTRACT Individuals often describe objects in their world in terms of perceptual dimensions that span a variety of modalities; the visual (e.g., brightness: dark–bright), the auditory (e.g., loudness: quiet–loud), the gustatory (e.g., taste: sour–sweet), the tactile (e.g., hardness: soft vs. hard) and the kinaesthetic (e.g., speed: slow–fast). We ask whether individuals use perceptual dimensions to differentiate emotions from one another. Participants in two studies (one where respondents reported on abstract emotion concepts and a second where they reported on specific emotion episodes) rated the extent to which features anchoring 29 perceptual dimensions (e.g., temperature, texture and taste) are associated with 8 emotions (anger, fear, sadness, guilt, contentment, gratitude, pride and excitement). Results revealed that in both studies perceptual dimensions differentiate positive from negative emotions and high arousal from low arousal emotions. They also differentiate among emotions that are similar in arousal and valence (e.g., high arousal negative emotions such as anger and fear). Specific features that anchor particular perceptual dimensions (e.g., hot vs. cold) are also differentially associated with emotions.