Chapter 2: Happiness and unhappiness
This chapter is dedicated to what are known as individual emotions. After analysing the cognitive antecedents and tendencies to action associated with happiness from a purely psychological point of view, we will discuss the role this emotion plays in the purchase and consumption process in the second section. In the subsequent sections, we will examine the emotions that belong to the same affective class: satisfaction can be considered a variant of happiness with low arousal, while hope can anticipate a state of joy and fear a state of sadness. Lastly, nostalgia comprises both pleasant and sad sensations, thus sharing both the cognitive antecedents of happiness and unhappiness. We will then analyse the managerial implications of all these emotive variants.
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