An influence of positive affect on decision making in complex situations: Theoretical issues with practical implications
Abstract
This article reviews evidence indicating that, in most circumstances, positive affect enhances problem solving and decision making, leading to cognitive processing that is not only flexible, innovative, and creative, but also thorough and efficient. These results have implications regarding consumers’ potential reactions to affect generated by ads, products, consumption situations, and service encounters. These cognitive effects of positive affect are considered in the context of effects on social interaction that show that positive affect leads to helping, generosity, and interpersonal understanding. Together, these findings suggest implications especially for customer satisfaction, and particularly for a role for employee positive affect, or employee satisfaction, in generating customer satisfaction. Moreover, studies specifically in the domain of medical decision making and problem solving indicate that these implications would apply to the specific areas of doctor–patient interaction, medical decision making, and medical consumer satisfaction. Finally, it is suggested that the benefits of positive affect be considered when formulating healthcare policy and be included in economic models and policy decisions more generally as well.
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- Authors
- Isen, A. M.
- Affiliations
- Cornell University (US)
- Corresponding author
- Isen, Alice M.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 2001-01
- Volume
- 11
- Issue
- 2
- Pages
- 75-85
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W2039124575
- Cited by
- 763
- References
- 85
- Citations by year
- 2026: 33 · 2025: 30 · 2024: 32 · 2023: 35 · 2022: 42 · 2021: 39 · 2020: 36 · 2019: 46 · 2018: 41 · 2017: 42 · 2016: 43 · 2015: 42 · 2014: 36 · 2013: 37 · 2012: 46
- FWCI
- 4.70
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Psychology (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Psychology › Social Psychology › Psychological Well-being and Life Satisfaction
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- positive affect, decision-making, problem solving, consumer behavior, customer satisfaction, job satisfaction, helping behavior, interpersonal understanding, clinical decision-making, doctor-patient interaction, healthcare policy, advertising effects
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