Appraising the Appraisal‐Tendency Framework |
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Authors: | Lisa A. Cavanaugh James R. Bettman Mary Frances Luce John W. Payne |
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Affiliation: | 1. Duke University, Fuqua School of BusinessCorrespondence should be addressed to Lisa A. Cavanaugh, Duke University, Fuqua School of Business, Box 90120, Durham, NC 27708.;2. Duke University, Fuqua School of Business |
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Abstract: | This article considers the consumer research implications of the Appraisal‐Tendency Framework (ATF; Han, Lerner, & Keltner, 2007). This article outlines how the ATF approach could be applied to sequential consumer choices (e.g., effects of emotional responses to stockouts on later decisions) and high‐stakes decisions (e.g., medical decisions). This article also proposes several areas in which the ATF might be extended: examining complex sequences of choices with emotional consequences, considering how incidental and integral emotions interact, characterizing how both evaluative and regulatory mechanisms may influence the effects of emotion on judgment and choice, and extending the range of positive emotions and appraisal dimensions considered. |
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