The Nature and Role of Affect in Consumer Behavior

  title={The Nature and Role of Affect in Consumer Behavior},
  author={J. B. Cohen and Curtis P. Haugtvedt},
In the intervening years since publication of the chapter “Aff ect and Consumer Behavior” (Cohen & Areni, 1991) in the Handbook of Consumer Behavior (Kassarjian & Robertson, 1991), research in consumer behavior dealing with aff ect has exploded, making it one of the fi eld’s central research topics. Within psychology more generally, Schimmack and Crites (2005) located 923 references to aff ect between 1960 and 1980 and 4,170 between 1980 and 2000. Since research on aff ect has become more… CONTINUE READING


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