Publication Date

2014-04-25

Availability

Open access

Embargo Period

2014-04-25

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PHD)

Department

Marketing (Business)

Date of Defense

2014-03-31

First Committee Member

Juliano Laran

Second Committee Member

Chris Janiszewski

Third Committee Member

Claudia Townsend

Fourth Committee Member

Keri Kettle

Abstract

This dissertation examines the interplay between different discrete emotions and goal states on motivated behavior. Previous research on emotion has typically focused on goal pursuit as a consequence of emotion. Similarly, research on goals has shown emotion to be a consequence of consumer’s motivated behavior. The current research examines the concurrent influence of emotion and goal states on each other to then influence people’s subsequent motivated behavior. Across three essays, this research examines how the pursuit of various hedonic and self-regulatory goals can be informed by different discrete emotions such as sadness, pride, and envy, to then influence people’s goal-directed behaviors. The implications of this research are discussed from a theoretical and a consumer wellbeing perspective.

Keywords

consumer psychology; emotion; goals; self-regulation

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