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- Publisher
- Wiley
- Copyright
- © Society for Consumer Psychology
- ISSN
- 1057-7408
- eISSN
- 1532-7663
- DOI
- 10.1207/S15327663JCP1102_01
- Publisher site
- See Article on Publisher Site
Abstract
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.
Journal
Journal of Consumer Psychology – Wiley
Published: Jan 1, 2001