Consumer researchers have often pondered the relevance of the research published in the field (Pham, 2013; Sheth, 1982). This concern is exemplified by the recent remarks of the editors of the Journal of Consumer Research: “We encourage the authors to ‘make it meaningful’ by being specific about the relevance of their work to particular audiences, including but not limited to fellow academics” (Dahl, Fischer, Johar, & Morwitz, 2014, p. iii). This chapter therefore begins with a simple but important question: Why should we care about consumer emotions? In other words, are consumer emotions relevant to our understanding of consumer psychology? Why Consumer Emotions Matter: Prevalence and Power The answer to the preceding question is a resounding “yes,” for two main reasons: prevalence and power. Emotions are ubiquitous in consumer-related contexts. Companies systematically try to induce emotional reactions in consumers through incidental (e.g., store ambience; Kaltcheva & Weitz, 2006) and integral (e.g., brands; Thomson, MacInnis, & Park, 2005) sources. Additionally, positive and negative emotions are present at every step of the consumer behavior cycle, from search (Teixeira, Wedel, & Pieters, 2012), to evaluation (Holbrook & Batra, 1987), to choice (Luce, Payne, & Bettman, 1999), to consumption (Chan, van Boven, Andrade, & Ariely, 2013), and finally, to disposal (Grasmick, Bursik, & Kinsey, 1991). Emotions are not only prevalent but also powerful. For instance, in comparing reason-based and feeling-based evaluations of advertising material, Pham, Cohen, Pracejus, and Hughes (2001) found that feeling-based evaluations produced faster and more consistent judgments and that they were better predictors of the number and valence of thoughts about the target. Feeling-based assessments have also been shown to override (a) the impact of magnitude (e.g., number of items) on evaluations (Hsee & Rottenstreich, 2004), (b) the impact of cognitive assessments on risky decisions (Loewenstein, Weber, Hsee, & Welch, 2001), and (c) the long-term benefits of a given option (Hoch & Loewenstein, 1991; Van den Bergh, Dewitte, & Warlop, 2008). A critic might argue that most studies on the role of emotions in consumer behavior have addressed relatively inconsequential decisions. If the consequences of the decisions increase, the impact of emotions may fade. This argument can be challenged on empirical and logical grounds. First, many daily consumer choices are of little consequence in the short term (e.g., how frequently do we buy a bottle of water vs. a house.