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Are emotions consequences of affective expectations? A commentary essay

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Date
2010
Dewey
Marketing
Sujet
pleasure-arousal-dominance (PAD) model
JEL code
D11; M31
Journal issue
Journal of Business Research
Volume
63
Number
8
Publication date
2010
Article pages
903-904
Publisher
Elsevier
DOI
http://dx.doi.org/10.1016/j.jbusres.2009.09.006
URI
https://basepub.dauphine.fr/handle/123456789/7854
Collections
  • DRM : Publications
Metadata
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Author
Desmet, Pierre
Type
Article accepté pour publication ou publié
Abstract (EN)
This issue contains a reinterpretation of the pleasure-arousal-dominance (PAD) model that states only pleasure is pertinent and that cognition precedes pleasure (see Massara et al., 2010). However, such a reinterpretation of the PAD model, in which emotion is a simple signal of the need for an adjustment, suffers from some serious challenges. According to appraisal tendency theory, the theoretical framework should include many more dimensions, as well as individual variables that moderate the link between arousal and pleasure. From a methodological perspective, the utilitarian scenario (grocery shopping in a virtual store) actually appears in an emotional framework, and the atmospherics are sufficiently invasive to stimulate a cognitive appraisal of the situation.

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