The Varying Influences of Positive Emotions on Consumption Motivation

This research investigates how subjective emotional experiences – which should be largely irrelevant to judgment and choices – impact consumers’ reward-seeking behaviors. Extant theories of affective influences on consumption motivation have taken a valence-based approach, contrasting the effects of positive versus negative states of emotion. These approaches have not specified if and when distinct emotions of the same valence have different effects on motivation. This research not only demonstrates that positive emotions have a wide range of influences on motivation, but also how frequent exposure to distinct and unrelated positive emotions systematically affects reward-seeking behaviors. Keywords: Motivation, Emotions, Reward Seeking, Consumption To cite this document: Saran Wanglee, "The Varying Influences of Positive Emotions on Consumption Motivation", Contemporary Management Research, Vol.9, No.2, pp.211-228, 2013. Permanent link to this document: http://dx.doi.org/10.7903/cmr.10987