Emotion as Cause, Effect, Mediator, and Moderator in Marketing: An Integrative Review and Future Research Directions

ABSTRACT The study aims to synthesize four decades of research on emotions in marketing by delving into the specifics of who, where, how, what and when. Using quantitative and qualitative methods, 453 articles from top marketing journals were analysed. The study first presents a descriptive account of publication and citation metrics and theoretical underpinning, resolving contestation around emotion function as cause, effect, mediator and moderator. Secondly, using science mapping, along with performance and content analysis landscape of emotion research is unravelled by identifying eight clusters. These clusters placed on development timelines provide a bird's eye view and are presented on a three‐level categorization: Theory, Characteristics and Context. Clusters 1 and 2 focus on theoretical underpinning of emotion interrelationship with cognition and construal. Clusters 3 and 4 emphasized unique characteristics of emotion as antecedents and outcomes to/of evaluations/behaviours. Clusters 5, 6, 7, and 8 emphasized distinct emotional settings—notably, cluster 5 accounts for emotion interaction across service encounters and elements of service interface. Cluster 6 emphasizes effectiveness, advantage and measurement of emotion in advertising. Cluster 7 highlights how emotions are profoundly shaped by and influence social interactions/behaviour, and Cluster 8 underscores emotion embedded in brands, products and life experiences. Finally, a diverse yet unified field of emotion research in marketing is advocated by reflecting on findings, identifying opportunities for cross‐pollination, highlighting cluster‐specific future research directions and developing an integrative framework. The framework, beyond decision‐making, synthesizes distinct ways emotion arises and permeates marketplace and accounts for alternate lenses to emotion functioning, promoting newer research.