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Kranzbühler, A. (author), Zerres, Alfred (author), Kleijnen, Mirella H.P. (author), Verlegh, Peeter W.J. (author)Distinguishing between consumers’ positive and negative affect is a popular approach in both marketing research and practice, but such valence-based approaches sacrifice specificity and explanatory power. As emotions of the same valence can greatly differ with regard to their underlying appraisal patterns, they also differently affect...review 2019