1.

Emotions, Moods, Attitudes

Emotions and the
Brain

Mental State of readiness

that arises from cognitive
appraisals of events or
thoughts
;
intentional;
expressed physically

Emotio
ns

General category for

mental feeling processes

Affect
Longer lasting
Lower Intensity
Not directly related with
actions
Non intentional

Mood

Attitude
s

Evaluative
Judgments
instances of affect
2 highly correlated
dimensions
Affective
Cognitive

2. Theory of Emotions
Evaluation of an event (Appraisal) Emotions
Appraisal: comparing an actual state with a desired state

Rosemans 5
Appraisals Theory

2. Theory of Emotions
Internal representations of desired
states

1) Emotions and Goals : Treatment of Goals

The self-regulation of goals is the main function of

emotions
Sowhen a change in the probability of achieving a goal
occurs
Attainment of a Goal = Positive Emotions

2. Theory of Emotions
Coping Mechanisms (how to deal with emotions)
w/ Negative Emotions

Problem focused
coping
Emotion focused
coping

Savouring the experience

Work + to achive +

w/Positive Emotions

rewards

+ physiological arousal
Expanded Affection
+ Optimism

2. Theory of Emotions
Action Tendencies: readiness to engage in or disengage
from an interaction.
When emotions are seen as the entire process:
Actio
n
Stimuli Event coding AppraisalsAction Readiness
Arous
al

5. Emotions as markers, mediators and

moderators of consumer responses
Types of
Ads

Thinking Ads
(facts)
Feeling Ads
(emotions)

3 Positive Affective Response Categories:

1) Surgency-election-vigor
2) Desactivation
3) Social affection

5. Emotions as markers, mediators and

moderators of consumer responses
How and to what extent emotional reactions to ads influence
consumer decision making?
Attitude toward the ad Attitude toward the brand (product
use)
Under low-involvement conditions : feelings
thoughts
Under high-involvement conditions : feelings +
thoughts

5. Emotions as markers, mediators and

moderators of consumer responses
Emotions have been found to serve as moderators in their impact
on Ab
Positive moods enhance Ab through their interaction w/2
cognitive processes:
1. A bias against the generation of negative thoughts
2. A reduction in total cognitive elaboration (- processing)

Elaboration Likelihood Model

6. The Effect of Emotions 1

Emotion/Mood Effects on Memory

Retrieval
Effects
Encoding
Effects
State - dependent Learning Effects

Asymmetric effects of + or moods:

Positive affective states + recall (mood maintenance)
Negative Affective States - recall ( mood repair)
Positive mood better at integrating info + creative

6. The Effect of Emotions 1

Mood Effects on Evaluation
+ MOOD + EVALUATION
(Unless when individuals atribute their mood state to something other than the
object being evaluated or if the object is familiar zero effect)

Mood Effects on Info Processing

Only influenced by strong

arguments

Negative Mood Systematic Processing

Positive Mood Heuristic Processing
Influenced by strong + weak
arguments