Discrete emotions effect on consumer evaluation and behaviour: A contextual perspective and directions for future research

Emotions are the focal factor influencing consumer evaluation and behaviour. However, the present literature remains fragmented owing to conflicting findings on effects of emotions. Identifying moderator(s) of emotion's effect resolves these inconsistencies and helps comprehend when emotions are effective marketing tools. This study jointly reviews the literature on eight discrete emotions spanning over two decades (2000–2021), synthesizing and analysing the research on moderators attenuating, intensifying, or even reversing the effect of discrete emotions, documenting them at an individual and situational level. Based on that, an integrated contextually bounded emotion effect framework is advanced that resolves inconsistencies in literature and enables us to (1) draw instructive insights around discrete emotion dynamic effects owing to contextual variability, (2) identify similarities/differences within/across emotions and contextual factors (3) provide research‐informed managerial implication and directions for future research.