Cognitive appraisal theory has become a popular new avenue for studying how emotionsinfluence consumer behaviour (Johnson and Stewart, 2004). There have been mixed findingsregarding whether agency appraisals play a significant role in eliciting emotions. In order toshed light on these mixed findings, this research tested whether the cognitive appraisals ofoutcome desirability and agency interact to elicit specific emotions in a purchasing context.Results showed that agency appraisals are significant determinants of emotional responses topurchasing situations.
|Number of pages
|Published - 2005
|Australian and New Zealand Marketing Academy Conference - Fremantle, Australia
Duration: 3 Dec 2005 → 7 Dec 2005
|Australian and New Zealand Marketing Academy Conference
|3/12/05 → 7/12/05