Copyright: © 2018 |Pages: 34
DOI: 10.4018/978-1-5225-3448-8.ch007


All events we lived or memories we recall are related to emotions. Emotions are our body's adaptive response, and many times, we use emotions when describing events' importance or effects on us. Emotions are energies for initiatives, for motion, and behavioral act. When we get furious with consumer service, our face turns red, heartbeat increases. Alternatively, we feel yearning when remembering our childhood memories. Some products or brands are nostalgic, like Volkswagen Beetle. In this chapter, emotions and impacts on consumer decisions are discussed.
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Opening Case

Inside Out (2015) is a 3D computer-animated comedy-drama adventure cartoon movie. Walt Disney Pictures and Pixar Animation Studios produced and released the movie. The film was directed by Pete Docter who is co-writer, co-director, and Ronnie del Carmen co-writer, and produced by Jonas Rivera, with music composed by Michael Giacchino. Inside Out received many awards like as the Satellite Award for Best Animated Feature, BAFTA Award, Academy Award, Golden Globe Award, Critics’ Choice Award, Annie Award (Webneel, 2015).

The film is about Riley Andersen a young girl and five personified emotions of her; Joy, Sadness, Fear, Anger, and Disgust. In 2009, the director was inspired by a doctor from noticing changes in his daughter’s personality as she is growing, then he decided to develop the Inside Out. Whereas the film was based on Riley’s emotional change when her family moved the big city San Francisco, and she must adjust to her new life. Riley is also in an emotionally grown phase of her life, and she lived some complicated changes. The producers of the movie consulted numerous psychologists to reflect a teenager emotional development in right way. One of the psychologists is Dacher Keltner from the University of California, Berkeley. Dacher Keltner helped to edit the story regarding the neuropsychological discoveries like as human emotions influence interpersonal relationships.

The film successfully portrays emotions’ duties inside a person’s head and their effect on human behavior. It also explained complex psychological issues clearly and correctly (Judd, 2015). Because, according to the psychology research literature, humans have several emotions and some of them are mostly shaped our perceptions of world and personality like the Joy, which is the main emotion of Riley. The sadness takes an important role in her behavior and personality when Riley grows up and enters the pre-teen years. The movie showed that joy and the sadness are two central emotions in our life. Rather, the movie showed that joy is just one component of happiness. Also, happiness can be enriched with other emotions, like as sadness. Motions built many social interactions as an attachment between parents and children, sibling conflicts. In sum, this joyful and informative movie has reached a worldwide audience and demonstrated emotions’ crucial roles that are the basic truths of our lives (Matter, 2015).



Emotions are defined as “an affective state of consciousness in which joy, sorrow, fear, hate, or the like, is experienced, as distinguished from cognitive and volitional states of consciousness.” (Parhizgar, 2009, 35). Emotion is defined as “a complex experience of consciousness, bodily sensation, and behavior that reflects the personal significance of a thing, an event, or a state of affairs” (Solomon, 2017).

Emotions are feelings, both characterized by a certain physical arousal and inner awareness of feelings (Ciccarelli & Meyer, 2006: 354). Bagozzi et al. (1999: 184) defined as “emotions are mental states of readiness that arise from the appraisal of events or one’s thoughts” (Bagozzi, Gopinath & Nyer, 1999: 184).

As understood from explanation and stated in definitions emotions are associated with;

  • Bodily activation (face turns red)

  • Observable expressive patterns (quickened speaking) and

  • Conscious or experience of emotions (feeling humiliation) (Izard, 1977: 4).

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