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How Hope Influences Goal-Directed Behavior - Oxford Handbooks
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The neural basis of goal-directed behaviour in Rats – Goal
Leaving pleasure : Positive emotions and goal-directed behavior. Tilburg University, School of Economics and Management. In the psychology of consumption, with joy as well as pride, with delight as well as hope, it is critical to understand the role of positive emotions in shaping consumers' experiences, judgments and choices. A common assumption is that it is good to feel good, that consumers always choose the options that elicit more positive feelings, and that the ability to generate positive emotions is unvaryingly rewarded with favorable behaviors such as loyalty.
This dissertation goes beyond the pleasure principle of human motivation and argues that, rather than uniformly pursuing pleasure or invariably reiterating the choices that have produced pleasure in the past, consumers do not always follow and sometimes even avoid positive emotions in the service of other consumption goals.
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