Anecdotal evidence has suggested that behavior and consumption are related with the emotion that a person is experiencing. In deed, research on incidental or ambient emotions has discovered the
Guilt has traditionally been described as a self-conscious emotion stemming from some violation of normatively held standard of behavior (Basil, Ridgeway, and Basil 2006; Heidenreich 1968) and is
Consumers are constantly exposed to information, which sometimes conflicts with current preferences. Research has shown that consumers typically resist preference-inconsistent information (e.g.,
Consumers and firms communicate their intentions through a variety of language uses. Instances of such language uses may be pronoun use (‘I/we will consider your complaint’), negation (‘It
Much research has investigated how consumers make difficult choices (Luce 1998, Nowlis, Dhar and Simonson 2010). To date, choice difficulty is generally considered a fixed property of the choice set,
