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The Many Shades of Rose-Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions

Author

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  • Vladas Griskevicius
  • Michelle N. Shiota
  • Stephen M. Nowlis

Abstract

We present an evolutionary framework for examining the influence of different positive emotions on cognition and behavior. Testing this framework, we investigate how two positive emotions-pride and contentment-influence product desirability. Three experiments show that different positive emotions (compared with a neutral control condition) have specific effects on judgment that are consistent with the proposed underlying evolved function of each positive emotion. As predicted by the framework, the specific influences of pride and contentment on product desirability are mediated by the triggering of emotion-specific functional motives. Overall, an evolutionary approach presents important research implications and practical applications for how and why discernible positive and negative emotions influence thinking and behavior. We discuss the implications of an evolutionary approach for the study of emotions, highlighting key similarities and differences between this and other approaches, as well as noting the advantages of incorporating an evolutionary approach. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Vladas Griskevicius & Michelle N. Shiota & Stephen M. Nowlis, 2010. "The Many Shades of Rose-Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 238-250, August.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:2:p:238-250
    DOI: 10.1086/651442
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    1. Septianto, Felix & Tjiptono, Fandy, 2019. "The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 189-198.
    2. Septianto, Felix & An, Jake & Chiew, Tung Moi & Paramita, Widya & Tanudharma, Istiharini, 2019. "The similar versus divergent effects of pride and happiness on the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 99(C), pages 12-22.
    3. Agrawal, Nidhi & Han, DaHee & Duhachek, Adam, 2013. "Emotional agency appraisals influence responses to preference inconsistent information," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 87-97.
    4. Felix Septianto & Billy Sung & Yuri Seo & Nursafwah Tugiman, 2018. "Proud volunteers: the role of self- and vicarious-pride in promoting volunteering," Marketing Letters, Springer, vol. 29(4), pages 501-519, December.
    5. Felix Septianto & Yuri Seo & Amy Christine Errmann, 2021. "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands," Journal of Business Ethics, Springer, vol. 169(2), pages 211-224, March.
    6. Paramita, Widya & Septianto, Felix & Tjiptono, Fandy, 2020. "The distinct effects of gratitude and pride on donation choice and amount," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    7. Septianto, Felix, 2017. "Work more and indulge more: Exploring the self-licensing effect of hard work on likelihood to purchase hedonic products," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 235-239.
    8. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    9. Jae-Eun Kim & Kim Johnson, 2013. "The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination," Journal of Business Ethics, Springer, vol. 112(1), pages 79-90, January.
    10. Panchal, Shirish & Gill, Tripat, 2020. "When size does matter: Dominance versus prestige based status signaling," Journal of Business Research, Elsevier, vol. 120(C), pages 539-550.
    11. de Hooge, Ilona E., 2014. "Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift giving," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 380-394.
    12. Wang, Yajin & Kirmani, Amna & Li, Xiaolin, 2020. "Not too far to help: residential mobility, global identity, and donations to distant beneficiaries," LSE Research Online Documents on Economics 106982, London School of Economics and Political Science, LSE Library.
    13. Li Yan & Hean Tat Keh & Kyle B. Murray, 2024. "Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 75-96, January.
    14. Septianto, Felix & Tjiptono, Fandy & Kusumasondjaja, Sony, 2020. "Anger punishes, compassion forgives: How discrete emotions mitigate double standards in consumer ethical judgment," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    15. Septianto, Felix & Chiew, Tung Moi & Thai, Nguyen T., 2020. "The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    16. Chris Janiszewski & Aparna A. Labroo & Derek D. Rucker, 2016. "A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 200-209.
    17. Khalil, Mary & Northey, Gavin & Septianto, Felix & Lang, Bodo, 2022. "Hopefully that’s not wasted! The role of hope for reducing food waste," Journal of Business Research, Elsevier, vol. 147(C), pages 59-70.
    18. Suzanne C. Makarem & Michael F. Smith & Susan M. Mudambi & James M. Hunt, 2014. "Why People Do Not Always Follow the Doctor's Orders: The Role of Hope and Perceived Control," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 457-485, October.
    19. Septianto, Felix & Kemper, Joya A. & Chiew, Tung Moi, 2020. "The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts," Journal of Business Research, Elsevier, vol. 110(C), pages 445-455.
    20. Felix Septianto & Joya A. Kemper & Fandy Tjiptono & Widya Paramita, 2021. "The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency," Journal of Business Ethics, Springer, vol. 174(2), pages 423-439, November.
    21. Thürridl, Carina & Kamleitner, Bernadette & Ruzeviciute, Ruta & Süssenbach, Sophie & Dickert, Stephan, 2020. "From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands," Journal of Business Research, Elsevier, vol. 107(C), pages 89-103.
    22. Kumar, Bipul & Bagozzi, Richard P. & Manrai, Ajay K. & Manrai, Lalita A., 2022. "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators," Journal of Retailing, Elsevier, vol. 98(3), pages 471-485.
    23. Septianto, Felix & Northey, Gavin & Chiew, Tung Moi & Ngo, Liem Viet, 2020. "Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 621-643.
    24. Mathieu Alemany Oliver, 2016. "Consumer Neoteny: An Evolutionary Perspective on Childlike Behavior in Consumer Society," Post-Print hal-01466840, HAL.

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