Chapter 1

Consumer Emotions

Introduction

Emotions occur when the perception of an exciting fact causes a collection of bodily changes, and our feeling of the same changes as they occur is the emotion. An emotion is defined as a state of arousal and an attempt to label it. Our level of arousal directly affects how we behave. The arousal influences the efficiency of our behavior at moderate levels leading to the most efficient behavior. Both low and high levels of arousal cause inefficient behavior. The purpose of this chapter is to discuss the concept and nature of emotions and highlight the need for understanding emotions in terms of the types of mental activity that are truly conducive to one’s own and others’ well-being, and which ones are ...

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