The Role of Emotions in Marketing

1999/04/01 by Richard P. Bagozzi, R. P. Bagozzi, M. Gopinath +3 · 3,219 citations
Business, Management and Accounting · Psychology · Social Sciences · #Affect (linguistics) #Appraisal theory #Arousal #Cognition #Cognitive appraisal #Cognitive psychology #Consumer Behavior in Brand Consumption and Identification #Consumer behaviour #Emotions and Moral Behavior #Psychology #Psychology of Social Influence #Social psychology

paper · doi:10.1177/0092070399272005

published in Journal of the Academy of Marketing Science 27(2), 184-206 (Springer Science+Business Media)

openalex publication_date 1999/04/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06

Citations

• Relations among emotion, appraisal, and emotional action readiness.
• Patterns of cognitive appraisal in emotion.
• Encoding and Retrieval of Ad Affect in Memory
• A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

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• Richard Bagozzi [wikipedia]