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

Vladas Griskevicius, Michelle N. Shiota and Stephen M. Nowlis

Journal of Consumer Research, 2010, vol. 37, issue 2, 238-250

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..

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:37:y:2010:i:2:p:238-250

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