Question

Define cognitive appraisal theory. Identify and define the four types of appraisals. Provide an example which illustrates each of the appraisal times from a consumer behavior perspective/situation.

Answer 1

Cognitive appraisal theory was introduced by Richard Lazarus and Susan Folkman. This theory is related to stress, emotions, and mental health. Cognitive appraisal theory describes how individuals react to stressors. More specifically cognitive appraisal theory explains how specific thoughts of past, present and future can produce specific emotions. Four types of appraisals are anticipation appraisal; agency appraisal; equity appraisal and outcome appraisal. Anticipation appraisal studied how emotions are produced based on future thoughts; it may produce hopefulness or anxiety. Agency appraisal describes how responsibilities shape up the emotions; equity appraisal evaluates fairness of events and outcome appraisal describes how emotions are created based on relationship between efforts and goals.

Examples from consumer behaviour perspective:

1. Anticipation appraisal: Consumer may become ecstatic when it is revealed that advancement features of his preferred smart phone are being worked out.

2.   Agency appraisal: Consumers may be aggrieved when they learn that responsibility of software installation lies with them.

3. Equity appraisal: Consumers may feel delighted when they discover that money they have put in the purchase of a good/service is worth the price.

4. Outcome appraisal: Consumers feel prestige when they get the product after exhaustive search.