The primary objective of this article is to examine the impact of preconsumption affect on consumers ’ postpurchase evaluations. More specifically, we wanted to investigate how the two basic dimensions of affect—pleasure and arousal—contribute to customer evaluations of different types of services. To test our hypotheses, four service settings reflecting the quadrants in Russell’s Circumplex Model of Affect were chosen. Data were collected at two points of time: at the preprocess stage and immediately after the core service delivery. The results of this study suggest that pleasure and arousal, the two dimensions of emotional responses to the preprocess service environment, may interact in determining postpurchase evaluations. The interaction effect was observed for global satisfaction judgments and for repeat purchase behavior, thus suggesting that the combined effects of arousal and pleasure need to be considered in the design of preconsumption service settings. � 2000 John Wiley & Sons, Inc. Recently, the study of consumption-related emotions has received increasing attention from consumer-behavior researchers (Richins, 1997). Affective reactions to consumption stimuli deserve specific study because consumer emotions may be as essential as cognitive processes to

This paper begins to answer the call to broaden current theories of individual decision-making by including in them the effects of human mood. Grounding our arguments in psychological literature on the effects of mood on information processing, motivation, and decision heuristics, we develop hypotheses about how mood can significantly affect individuals' use of structured decision protocols. In support of our hypotheses, results from an experimental study of complex decision-making suggest that, in situations where a structured decision protocol is the usual method of decision-making, individuals in moderately negative moods are significantly more likely than those in moderately positive moods to: (1) carefully execute all the steps of a structured decision protocol, (2) execute the steps of a structured decision protocol in the correct order, and (3) rely on the outcome of the structured decision protocol as the primary basis for the decision. We discuss these findings in terms of the...