Emotion And Consumer Behavior: Can Anger Make Us Choose A Hiking Trip Vacation?

The study of emotion and persuasion has a long history, an important strand of which has been the role of the valence, a positive or negative charge, of an emotion and its influence on judgments and persuasion. Previous research has shown that some negative emotions, such as anger and anxiety, involve a state of high psychological and physiological arousal (such as increased heart rate, increased left-prefrontal activity in the brain). Other negative emotions, such as sadness and depression, involve a state of low arousal.