The study of consumer discrete emotions: a new imperative in India

Abstract

India is a world within the world, a complex melting pot of diverse belief systems, social structures, political views, languages, cultural norms, and consumption patterns. With a population of over 1.2 billion people, second to China, this country is a critical marketplace. Indian consumers are unique, and understanding their discrete emotions and enabling emotional connects with brands can help companies garner huge payoffs. The purposes of this chapter are to (a) underscore the possibility of scientifically studying consumer emotions (specifically, discrete emotions) and understanding their role as antecedents, moderators, mediators, and consequences in the consumption process and (b) encourage academicians and practitioners worldwide to study consumer discrete emotions in significant emerging economies such as India. This chapter is organized into three sections. The first section presents the theories of emotions, highlighting the significance of cognitive theories of emotions. Appraisal theories and frameworks are also discussed to help understand the formation of specific discrete emotions. Measurement methods to capture consumer emotions are also discussed. The second section discusses two studies conducted in India. The first study contrasts two positive valence emotions: happy versus hopeful. The second study contrasts two negative valence emotions: benign envy versus malicious envy. Each study throws light on where and how the Indian sample findings add to the existing emotions literature. The last section concludes by summarizing key lessons and calling upon practitioners and academicians to invest in the study of consumers’ discrete emotions in emerging economies such as India.