1. Preface

   • Haim Mano

   Preface Pages: 1 - 2

2. Emotion Specificity and Consumer Behavior: Anger, Sadness, and Preference for Activity

   • Derek D. Rucker
   • Richard E. Petty

   OriginalPaper Pages: 3 - 21

3. Sadness as Pleasure-Seeking Prime and Anxiety as Attentiveness Prime: The “Different Affect–Different Effect” (DADE) Model

   • Rajagopal Raghunathan
   • Kim P. Corfman

   OriginalPaper Pages: 23 - 41

4. An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures

   • Alice M. Isen
   • Aparna A. Labroo
   • Paula Durlach

   OriginalPaper Pages: 43 - 63

5. I Was Pleased a Moment Ago: How Pleasure Varies with Background and Foreground Reference Points

   • James Heyman
   • Barbara Mellers
   • Alan Schwartz

   OriginalPaper Pages: 65 - 83

6. Induced Over-Benefiting and Under-Benefiting on the Web: Inequity Effects on Feelings and Motivations with Implications for Consumption Behavior

   • Richard L. Oliver
   • Mikhael Shor
   • Simon T. Tidd

   OriginalPaper Pages: 85 - 106

7. Emotion and Consumption: Perspectives and Issues

   • Haim Mano

   OriginalPaper Pages: 107 - 120