An Influence of Positive Affect on Decision Making in Complex Situations: Theoretical Issues With Practical Implications

  title={An Influence of Positive Affect on Decision Making in Complex Situations: Theoretical Issues With Practical Implications},
  author={Alice M. Isen},
  journal={Journal of Consumer Psychology},
  • A. Isen
  • Published 2001
  • Business
  • Journal of Consumer Psychology
This article reviews evidence indicating that, in most circumstances, positive affect enhances problem solving and decision making, leading to cognitive processing that is not only flexible, innovative, and creative, but also thorough and efficient. These results have implications regarding consumers’ potential reactions to affect generated by ads, products, consumption situations, and service encounters. These cognitive effects of positive affect are considered in the context of effects on… 
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