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Organizational behavior scholars have long recognized the importance of a variety of emotion-related phenomena in everyday work life. Indeed, after three decades, the span of research on emotions in the workplace encompasses a wide variety of affective variables such as emotional climate, emotional labor, emotion regulation, positive and negative affect, empathy, and more recently, specific emotions. Emotions operate in complex ways across multiple levels of analysis (i.e., within-person, between-person, interpersonal, group, and organizational) to exert influence on work behavior and outcomes, but their linkages to human resource management (HRM) policies and practices have not always been explicit or well understood. This chapter offers a review and integration of the bourgeoning research on discrete positive and negative emotions, offering insights about why these emotions are relevant to HRM policies and practices. We review some of the dominant theories that have emerged out of functionalist perspectives on emotions, connecting these to a strategic HRM framework. We then define and describe four discrete positive and negative emotions (fear, pride, guilt, and interest) highlighting how they relate to five HRM practices: (1) selection, (2) training/learning, (3) performance management, (4) incentives/rewards, and (5) employee voice. Following this, we discuss the emotion perception and regulation implications of these and other discrete emotions for leaders and HRM managers. We conclude with some challenges associated with understanding discrete emotions in organizations as well as some opportunities and future directions for improving our appreciation and understanding of the role of discrete emotional experiences in HRM.

This research aims to investigate how consumers’ authentic pride versus hubristic pride affects different construal levels of mind-sets and subsequent product evaluation by activating local versus global cognitive appraisal tendencies. Furthermore, this research also examines how lay theories impact the effects of pride on construal levels and how power moderates the effect of hubristic versus authentic pride on product preferences varying in construal levels.

Drawing on cognitive appraisal and construal level theories, this research conducts eight experimental studies to test the hypotheses with an ANOVA, bootstrap analysis and binary logistic regression analysis. The details of the experiments are presented in the paper.

The results show that people feeling authentic (hubristic) pride dominantly adopt a lower (higher) level of construal, and consequently put more weight on feasibility over desirability (desirability over feasibility) attributes. Authentic pride’s inclination to appeal behavior-specific appraisals triggers local appraisal tendencies and bestows lower construal levels, whereas hubristic pride’s inclination to connect the entire self triggers global appraisal tendencies and confers higher construal levels. Incremental (vs entity) theorists are likely to attribute the pride experience to their efforts (traits), and thus feel authentic (hubristic) pride. Furthermore, the product preferences of people experiencing authentic vs hubristic pride depend on their power state.

Notwithstanding the importance of this research, it is worthwhile to note some of its limitations to encourage future research. First, eight studies in the lab were conducted, but no real behavior study was conducted. Although there is a high correlation between the results of lab studies and those of real behavior studies, the authors encourage future researches to elicit the consumers’ pride in the actual consumption situation using a real behavior study. Furthermore, this research mainly focuses on pride, and does not examine other positive emotions, e.g. happiness. Therefore, the authors encourage future research to examine other positive emotions.

The findings suggest that it is appropriate to use construal levels to match consumers’ pride types. In fact, marketers can induce hubristic pride or authentic pride in ads by simply using words or sentences (“feeling proud because of your hard work” or “feeling proud, you are so superior and remarkably unique”), and present either higher- or lower-level construal of desired behaviors to improve advertising effects.

The research contributes to literature by documenting how hubristic/authentic pride can affect distinct construal levels via activating global/local appraisal tendencies. And this research thoroughly illustrates the mechanism by which hubristic/authentic pride activates global versus local appraisal tendencies. More importantly, this research finds how lay theories affect construal level given a pride experience and it also corroborates the moderating effects of power in the proposed relationship, which establish the boundary conditions of the effects of prides on construal levels.

Today, digital piracy remains a growing challenge for legislators and businesses operating in the entertainment industry. For these reasons, policymakers place significant efforts in reducing piracy activities through copyright enforcement policies. Yet, the effectiveness of these frameworks remains questionable since empirical evidence offers countervailing insights. For these reasons, this study adopts a demand-side approach to investigate how users' emotional reactions to the copyright enforcement policy influence their digital piracy-related judgments and intention.

The author used a scenario-based approach to test the hypotheses and surveyed 262 users who actively stream movies and TV shows.

By drawing on the appraisal tendency framework, the author finds that among individuals experiencing fear due to the copyright enforcement policy, there is a decreasing intention to continue using illegal streaming services. On the contrary, individuals experiencing indignation are more likely to have increased intention to use illegal streaming services. On top of this, we reveal indirect effects by mediating individuals' vulnerability to sanctions (fear path) and subjective norms (indignation path) as judgments cues.

The author contributes to digital piracy literature in two ways with the study. First, the author unfolds the affective background that explains the emergence of deterrence or defiance effects when users respond to the copyright enforcement policy. Thus, the author shows that fear is a trigger for decreasing while indignation increases the usage of illegal streaming services. Second, through the appraisal tendency framework, the author enriches the literature by theorizing and providing empirical evidence on how previously established vulnerability to sanctions and subjective norms reinforce affective influences on encouraging or discouraging digital piracy intentions. Overall, the findings also provide policymakers with original insights on designing their copyright enforcement tools to combat digital piracy further.

The purpose of this paper is to examine the predictive power of anger and its associated appraisal dimensions of consumer responses to two different public relations incidents.

A natural quasi-experiment was conducted within a month after the public relations incidents. Participants randomly viewed one of the two videos relating to the incidents. Path analysis was used to examine the direct and indirect effects of anger, acceptability appraisal, motivational incongruence appraisal, relevance appraisal and other accountability appraisal on consumers’ intention to harm the brand and future purchase intention.

Appraisals of acceptability, motivational incongruence and relevance, but not other accountability, have both direct and indirect effects on anger and its motivational tendency. Acceptability appraisal directly increases consumers’ intention to harm, whereas relevance appraisal directly increases their intention to harm and reduces future purchase intention. The degree to which these appraisal structure and anger occur account for the level of negative consumer responses toward the two public relations incidents.

The current findings empirically replicate the diverse consumer responses toward two public relations incidents and use anger and its appraisal structure to account for the negative responses. This provides researchers and practitioners a framework to explain and manage consumers’ reaction toward different public relations incidents.

The current findings not only support the motivational role of anger and its accompanying appraisals in public relations incidents, but also demonstrate their predictive power in the given contexts.

Today, contactless businesses are becoming part of the “new normal” in daily life. Augmented reality-based services (ARBS) thus provide a mechanism for contactless commerce, offering customers access to sensory experiences, especially during the COVID-19 pandemic. However, privacy can be a key concern when consumers decide whether to continue using ARBS. Thus, drawing on the Appraisal Tendency Framework (ATF), the study aims to examine how augmentation quality (Aug-Q), discrete emotions (joy and frustration) and privacy perceptions influence users' ARBS continuing use intention.

A survey methodology with a well-designed online questionnaire was used for data collection. The data were analyzed using a structural equation model with Amos v. 22.0 software.

This study demonstrated that Aug-Q had a significant positive impact on joy and a significant negative impact on frustration. Additionally, joy was positively associated with the perception of privacy benefits and ARBS continuing use intention, while frustration was negatively associated with the perception of privacy benefits and ARBS continuing use intention. The results also indicate that (perceived privacy risks) PPR–benefits predict the likelihood of ARBS continuing use intention.

This study enhances understanding of users' ARBS continuing use intention from an integrative perspective based on the ATF, thus identifying the Aug-Q-induced emotions that subsequently influence privacy trade-offs and predict users' ARBS continuing use intention. The results provide evidence that privacy and emotions can be key determinants when consumers decide whether to continue using ARBS. The findings of this research may be beneficial for commercial companies in preventing the loss of ARBS users.

This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian).

Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings.

Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature.

Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing.

The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns.

The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.

This study examines the interplay between media-induced emotional crisis framing (anger vs sadness) and message sidedness of crisis response on publics’ attribution of crisis responsibility as well as subsequent company evaluation and supportive behavioral intention.

A 2 (emotion: anger vs sadness) x 2 (crisis response: one-sided vs two-sided) online experiment was conducted among 161 participants in the USA.

Results showed that anger-inducing media framing of the crisis elicited higher levels of crisis responsibility attribution and more negative company evaluation, compared with sadness-inducing media framing. One-sided message response was more effective than two-sided message response in lowering attribution of crisis responsibility when sadness was induced, but no difference was found under the anger-induced condition. Attribution of crisis responsibility fully mediated the effects of emotional crisis framing on company evaluation and supportive behavioral intention toward the company.

This study is among the first to examine the interaction effect between emotional media framing and response message sidedness in an ambiguous crisis. Drawing on the interdisciplinary theoretical frameworks, this study integrates the situational crisis communication theory, appraisal-tendency framework and message sidedness in persuasion literature. As such, it contributes to theoretical development in crisis communication and offers communication managers guidance on how to effectively address emotionally framed crises.

Purpose – Extensive research in the area of consumer behavior has documented the “Country of Origin Effect,” which identifies country of origin as an important decision variable in evaluating products and services. Past research has mostly assumed that country of origin effect is driven by the performance of the products originating in that country. However, consumers can also form opinions about countries based on exposure to information that is unrelated to the product and may have roots in macro factors such as history, culture, and politics. These emotions, while extraneous to the product, can also influence product evaluations along with performance-related country information.Design/methodology/approach – This review examines research addressing both performance and emotional perceptions related to country of origin.Findings – This review presents an integrating framework termed “Nation Equity” to systematically understand and examine the influence of various dimensions of country of origin on consumer decision making.

This paper aims to examine the interesting but largely unexamined effects of pride-tagged money and surprise-tagged money on consumers’ spending and product-choosing behaviors.

The present research utilizes experimental design and survey methods to collect data and the ANOVA and bootstrap analysis methods to verify the assumed hypotheses.

Study 1 shows that people with pride-tagged (vs surprise-tagged) money are more likely to spend the money for themselves (vs others) and the personal achievement-expression motive plays a mediating role between the pride-tagged money and self-spending behavior. Study 2 replicates the findings of Study 1 and suggests that people with pride-tagged money are less likely to spend the money for others (e.g. donating). Study 3 shows that people with pride-tagged (surprise-tagged) money are more likely to purchase a self-relevant (other-relevant) product than those with surprise-tagged (pride-tagged) money.

The current research has classified products into self-relevant products (e.g. fitness card, supermarket gift card and mobile game equipment) and other-relevant products (e.g. restaurant set meal, pizza, movie ticket and hot pot) on the basis of perceived self-relevance on the products. Therefore, marketers could frame certain conditions that elicit self-relevant versus other-relevant choices and manipulate self-relevant versus other-relevant primes to shift preferences in favor of certain options. For example, around graduation time, graduates often feel proud of their accomplishments. In this case, marketers could take advantage of that feeling with a message like “treat yourself”, which could prompt them to spend more money for themselves. In addition, the marketers selling other-relevant products (e.g. pizza and hot pot) might develop and promote advertisements that deliver information about “sharing with your friends”. For example, in 2016, Pizza Hut began to use its new slogan of “love to share” to convey the idea of “double happiness as a result of sharing”.

From a theoretical standpoint, first, this research contributes to the emotional accounting research by advancing the notion that money associated with different positive feelings could influence consumers’ spending behaviors in different ways. Second, the research distinguishes self-relevant products from other-relevant products. Third, it shows that people with pride-tagged money and those with surprise-tagged money have different preferences for products. Self-relevant products, such as fitness card, supermarket gift card and mobile game equipment, that represent a certain degree of independence are more used and/or consumed by consumers with pride-tagged money, whereas other-relevant products, such as restaurant set meal, pizza, movie ticket and hot pot, that involve the perceptions of interdependence are more bought by consumers with surprise-tagged money to share with others.