Emotions in consumer behavior: a hierarchical approach

Ortony and Turner's (1990) arguments against those who adopt the view that there are basic emotions are challenged. The evidence on universals in expression and in physiology strongly suggests that there is a biological basis to the emotions that have been studied. Ortony and Turner's reviews of this literature are faulted, and their alternative theoretical explanations do not fit the evidence. The utility of the basic emotions approach is also shown in terms of the research it has generated.