This article opens by noting that positive emotions do not fit existing models of emotions. Consequently, a new model is advanced to describe the form and function of a subset of positive emotions, including joy, interest, contentment, and love. This new model posits that these positive emotions serve to broaden an individual's momentary thought-action repertoire, which in turn has the effect of building that individual's physical, intellectual, and social resources. Empirical evidence to support this broaden-and-build model of positive emotions is reviewed, and implications for emotion regulation and health promotion are discussed. Even though research on emotions has this new perspective are featured. My hope is flourished in recent years, investigations that that this article will unlock scientific curiosity expressly target positive emotions remain few about positive emotions, not only to test the and far between. Any review of the psychologi- ideas presented here, but also to build other new cal literature on emotions will show that models that might illuminate the nature and psychologists have typically favored negative value of positive emotions. Psychology sorely emotions in theory building and hypothesis needs more studies on positive emotions, not testing. In so doing, psychologists have inadver- simply to level the uneven knowledge bases tently marginalized the emotions, such as joy, between negative and positive emotions, but interest, contentment, and love, that share a more critically, to guide applications and pleasant subjective feel. To date, then, psycholo- interventions that might improve individual and gy's knowledge base regarding positive emo- collective functioning, psychological welltions is so thin that satisfying answers to the question "What good are positive emotions?" have yet to be articulated. This is unfortunate. being, and physical health. Experiences of positive emotion are central to Why Have Positive Emotions human nature and contribute richly to the quality of people's lives (Diener & Larsen, Been Marginalized? 1993; Myers & Diener, 1995). But how? In At this point, it might be useful to inspect

The standard economic model of decision making assumes a decision maker makes her choices to maximize her utility or happiness. Her current emotional state is not explicitly considered. Yet there is a large psychological literature that shows that current emotional state, in particular positive affect, has a significant effect on decision making. This paper offers a way to incorporate this insight from psychology into economic modeling. Moreover, this paper shows that this simple insight can parsimoniously explain a wide variety of behaviors.

Online retailers are likely to try to influence consumers' shopping behavior through atmospherics and service, just as physical stores do. The impact of online atmospherics can be measured by the degree of stimulation and pleasure that is provided by the Website. It is suggested that the characteristics of products and websites that are encountered early in online browsing can significantly influence the level of arousal and pleasure that consumers experience, and thereby can influence their later shopping behavior. Two experiments show that if the initial experiences encountered in a simulated Internet shopping trip are higher in pleasure, then there is a positive impact on approach behaviors and subjects engage in more arousing activities (e.g., more exploration, more tendencies to examine novel products and stores, higher response to promotional incentives). Further, if higher stimulation or information load is provided by the initial Internet experience, then consumers subsequently tend to engage in less arousing activities. 2 In the 21 st century, there is little doubt that the Internet will become an important channel for retailing. Because the World Wide Web presents a fundamentally different environment for retailing activities than traditional physical stores or catalogs (Hoffman and Novak 1996), marketing activities and consumer behavior need to be re-evaluated in this context. As in physical stores, Internet websites are likely to try to differentiate themselves in part on the basis of atmospherics and service (Alba, Lynch, Weitz, Janiszewski, Lutz, Sawyer and Wood 1997). Technological innovations such as streaming audio/ video and the capability to relay smells through electronic networks, hold the promise that traditional atmospheric variables such as c...

this article we examine the impact of this dynamic decision process on individuals' choices and satisfaction with their outcomes. We propose that choices reflect a balancing of two classes of goals: goals that are strictly individual and goals that are triggered by the existence of the group. The latter sometimes results in choices that undermine personal satisfaction and increase regret. We find support for goal balancing in three studies in which we tracked consumers' orders of dishes and drinks. In the Lunch study we found that real groups (tables) choose more varied dishes than would be expected by random sampling of the population of all individual choices across all tables. The Beer study demonstrates that this group-level variety seeking is attributable to the interaction ---implicit or explicit---among group members, and can be dissipated when the group is forced to "disband" and its members make strictly individual choices. Finally, the Wine study demonstrated that individual choices in a group context are also aimed at satisfying goals of information gathering and self-presentation in the form of uniqueness

To make sense of the myriad new and existing products and services in the marketplace, consumers construct and use categorical representations to classify, interpret, and understand information they receive about these products and services. We define a consumer category as a set ofproducts, services, brands, or other marketing entities, states, or events that appear, to the consumer, related

and the Editors of the journal made many insightful

The authors argue that the concept of hope is highly relevant to consumer behavior and marketing, though its study has not yet appeared in these literatures. Complicating this study is that the definition of hope across literatures is inconsistent. The purpose of this conceptual article is to articulate the concept of hope and elucidate its relevance to consumer behavior. We do so in six sections. The first section explores the conceptual meaning of hope. A definition of hope and the constituent elements that underlie it is articulated. We compare this definition to ones provided elsewhere and differentiate hope from related terms like wishing, expectations, involvement, and faith. The second section focuses on what consumers hope for. The third section considers several important consumer relevant outcomes of hope, including biased processing and self-deception, risk taking behavior, product satisfaction, and life satisfaction and materialism. The fourth section addresses the extent to which marketers are purveyors of hope and what tactics they use to induce hope in consumers. The fifth section uses the conceptualization of hope to both discuss novel ways of measuring hope and their comparisons to existing hope measures. The final section addresses a set of interesting, yet unresolved questions about hope and consumer behavior. 2

The focus for the Centre is research into individual and strategic decision‐making using a combination of theoretical and experimental methods. On the theory side, members of the Centre investigate individual choice under uncertainty, cooperative and non‐cooperative game theory, as well as theories of psychology, bounded rationality and evolutionary game theory. Members of the Centre have applied experimental methods in the fields of public economics, individual choice under risk and uncertainty, strategic interaction, and the performance of auctions, markets and other economic institutions. Much of the Centre's research involves collaborative projects with researchers from other departments in the UK and overseas.