Linking Thoughts to Feelings: Investigating Cognitive Appraisals and Consumption Emotions in a Mixed-Emotions Context

While emotions have been shown to have significant influence on various consumer behaviors, the cognitive appraisals linked to consumption emotions have not been fully explored. This research investigates how individuals’ cognitive interpretations of situations correspond to the emotions they experience in these contexts. Using analysis of variance and multiple discriminant analysis, our results show a systematic relationship between cognitive appraisals and 10 consumption emotions. The authors’ findings offer theoretical insights into these consumption emotions, the appraisal/consumption emotion correspondence, basicversus subordinate-level category differences in emotions, and mixed consumption emotions. The findings provide a practical framework for academics and practitioners interested in better understanding and managing consumption emotions.