St.

Nicolas College BSBA MAJOR IN MARKETING MANAGEMENT

of Business and
Technology
BUSPSYCH – BUSINESS PSYCHOLOGY

LESSON 5 EMOTIONS AND EMOTIONAL BEHAVIOR

The term emotion and motivation have a common derivation. Emotion comes from the Latin verb "emovere" which
means to stir up, agitate, upset, or move. It covers a wide range of behavior that is agitated and without definite
orientation, as well as behavior that is highly motivated and goal directed. It has been defined as "a strong feeling or
agitation involving internal and external bodily changes" or "a condition Of upset that drives the individual to move."
Emotional states range from the mildest affective states of pleasantness and unpleasantness to the more intense states.
They may vary from the mildest satisfaction to the most complete panic. The more intense states can be classified into
those that are pleasant as joy, hope, affection and those that are unpleasant as anger, fear, grief. Is Emotion the same as
Feeling? Emotion is not to be confused with feeling. Feeling is only one aspect of emotion. To the emotionally aroused
individual himself, the most obvious aspect of emotion is feeling. Ile feels hot or cold, excited or calm, tense or relaxed,
happy or sad. Feeling is the experience of pleasantness or unpleasantness that you may have during an emotion. As Kelly
(1965) has put it, "Feeling is the simple, pleasurable the awareness or painful of aspect of a mental process or bodily
condition . pleasantness or unpleasantness that accompanies mental processes or bodily actions." Emotion then is far
more complex than feeling. It may be seen as a complex of feelings, sensations, and tendencies to action accompanied
by .stirred-up bodily conditions and directed toward a specific object or situation."

Gilmer (1966) stresses that the affective factors involving emotions and feelings can significantly influence the outcome
of a sales call. The salesman as a person and his conduct provide the primary stimulation of the prospect's and the
customer's feeling during the sales call. It is incumbent upon the salesman to arouse positive affective reactions. These
do much to ensure his success with the prospective customer. In selling, feelings can be aroused and changed by the
salesman during the call. Negative feelings, if changed by the salesman may result in purchase. The primary affective
stimulus therefore, is the salesman and his behavior. It will be helpful to think of emotions as accompanying motivated
behavior. Rarely do human beings, seek goals without fear, joy or happiness or jealousy, anger accompanying the
seeking of goals. We probably are more aware of our emotion than we are of our motives. Emotions as Motives
Emotions accompanying motivated behavior may facilitate that behavior. For example, a salesman happily anticipating
conunission seems to work with utmost efficiency. Emotion may, on the other hand, interfere with behavior. Sometimes
emotions may function as motives. Once an emotional state has been fully connected by experiences to an object or
situation, that emotion also meets our definition of a motive, that is, a condition of the organism leading it through
selective and directed behavior to seek a certain goal. In this case, 'the association of an unpleasant emotion with an
Object or a situation causes avoidance, while a contrasting association of pleasant emotion might have caused the active
seeking for a specific object or situation. A person who has developed fear of getting stomach trouble after eating a
certain food from a canteen or restaurant can guide' and direct his behavior toward other eateries. For these reasons,
emotions cannot always be separated from motives; sometimes they are epitomes of motives. One becomes emotional
 St. Nicolas College BSBA MAJOR IN MARKETING MANAGEMENT
of Business and
Technology
BUSPSYCH – BUSINESS PSYCHOLOGY

when the motivation is strong. It is a general rule that the stronger the motivation, the more likely is the response to
become emotional. One becomes emotional when motives are thwarted. A person becomes emotional also when
motives are suddenly removed. Emotion may be said to be motivational in its effects. Although the requirement of
modern living often imposes limitations upon the direct translation of emotions into behavior, emotional states may
lead to the development of new modes of adjustment. The increased energy and endurance induced by emotion may
•aid the person in his attempts to resolve his problem. He may use his increased vigor in seeking new solutions and so
hit upon new modes of adjustment. In this sense, emotion may be said to be motivational in its effects. In another way,
the fact that direct emotional expression is not always acceptable in our society may contribute to its motivational
effects. Since he finds direct expression blocked, the individual is forced either to deny himself expression altogether or
to seek an acceptable outlet for his emotional energy and his desire for expression. It is said that much of our great art,
literature and music is the result of utilization of an acceptable means of releasing tension or expressing feelings. Then,
too, many have found in their work, their hobbies, or their recreational pursuits a means of working off excess energy
induced by emotion and may at the same time have a means of giving indirect expression to his feelings. Thus the
energy and endurance which result in much creative endeavor may have had their origin in emotion. Classification of
Emotions Cole, (1967) classifies emotions according to their origin as basic Or derived; according to their nature as
aggressive, defensive, orjoyous;

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according to the feeling they create as pleasant or unpleasant; and according to their effects as positive or negative.
Basic versus Derived Emotions. The basic emotions, believed by, Watson to be inborn, are fear, rage (or anger), and lust
or love, because they are strong and they appear before the other emotions. As they are conditioned to various stimuli,
they become modified into what are known as derived emotions. Joy, pleasure, delight, affection, and happiness, for
example, are derived from love; worry, shame, guilt, anxiety, and disgust are derived from fear: and jealousy, envy,
hostility, annoyance, and hate are derived from anger. Mild versus Intense Emotions. Emotions may vary from very slight
to very great or intensive. Milder forms and intensities of emotion provide a motivational background to much that we
do. Intense emotions such as anger, fear, jealousy, and grief, involve a marked degree of activity in the body precipitated
by the upsetting of the autonomic nervous system. On the other hand, mild states such as annoyance, worry, affection,
disappointment, and sadness may mean only a small degree of bodily activity. Since the autonomic nervous system acts
as a whole,it is believed that different kinds of emotions are organically alike provided they are of the same degree.
Positive versus Negative Emotions. Emotion has positive or negative effects upon people and their relationships.
Emotions that are integrating and upbuilding such as love, affection, joy, happiness and the like are not only pleasant but
also positive emotions. They help in the building up of mature persons as well as of happy and harmoniOUS
relationships. On the other hand, negative emotions such as anger, hostility, hate, resentment, fear, guilt, shame and
 St. Nicolas College BSBA MAJOR IN MARKETING MANAGEMENT
of Business and
Technology
BUSPSYCH – BUSINESS PSYCHOLOGY

the like are corrosive in their effects; hence, destructive to persons and relationships. Negative emotions can make your
personality unwholesome and negative. Hurlock (1980) points out that emotional strain, specially if prolonged, in due
time will sink and cause irritability and moodiness. These traits can rnakæ one very unattractive if not undesirable. Such
emotions create an atmosphere that is unhealthy for everybody. They also make neither lovable personalities nor happy
human relationships. It is the clergy's

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viewpoint, which is widely shared by most psychologists, that negative emotions should be banished since they are
oystacles to spiritual life. Emotions therefore can be either constructive or destructive. The Lairds (1967) compare the
effects of constructive emotions with destructive emotions thus: Constructive emotions are usually pleasant; destructive
emotions are unpleasant. Constructive emotions tend to make people help one another; destructive emotions may
result in the destruction of life, property, and reputation. Constmctive emotions are almost invariably beneficial to the
mental and physical health of the individual and those with whom he works; destructive emotions tend to destroy the
individual who has them, often producing a stomach ulcer, high blood pressure, or mental disorder. Tender emotions
are powerful impellers. They make customers react favorably to the desires of businessmen. A knowledge of vvhat
cornmonly pleases people is of great practical value to businessmen or advertisers and others who wish to influence our
behavior Attitudes, Moods, and Interests Attitudes, moods, and interests also form a recognized and important part of
everyday experiences. These states, too, are a part of the emotional life of the individual. They too, influence behavior
and effectiveness. Attitudes. Attitudes are closely related to emotional states and are sometimes classified along with
emotions as affective states. Kaplan and Baron define attitudes as "tendencies or dispositions to act in characteristic
ways in certain situations. These dispositions may be either positive or negative". A positive, attitude indicates a
favorable reaction toward an Object or person, institution, race, idea, or issue. A favorable disposition tends to function
in much the same way as an interest. Negative attitudes, On the other hand, predispose the individual to regard certain
issues, institutions or groups with disfavor.

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Illoods. Emotions are ordinarily of short duration in their excessive form but may endure in less intense form over long
periods of time. Immediately following a great success, for instance, we are likely to be intensely and pleasurably
excited. The more intense expression of elation may soon disappear but its effects are likely to be felt for a longer period
of time. The elation persists in milder form to give us a "lift" for a number of days. Such persisting states are termed
moods. Moods have a significant effect upon personal effectiveness. Positive moods, such as happiness, hopefulness, or
elation tend to increase work efficiency and productiveness. Productiveness and efficiency, however, are likely to be
adversely affected by negative moods such as worry, apprehension, and depression. Social effectiveness is increased in
 St. Nicolas College BSBA MAJOR IN MARKETING MANAGEMENT
of Business and
Technology
BUSPSYCH – BUSINESS PSYCHOLOGY

the presenc&of positive moods and decreased under the influence of depressed states. Hence, moods play a significant
part in everyday activities. Interests. Interests are related to the milder emotional states and represent tendencies to
seek certain experiences. An interest, too, is accompanied by a degree of tension which facilitates behavior. The
pursuance of interesting activities, therefore, is more active and persistent than is the case with activities which lack
interest to the individual. Interests are accompanied by pleasant feelings, increased physical tension, and readiness for
activity. They are essentially similar to other emotional states. As is the case with positive moods, interest promotes
efficiency and productiveness. The attention of the individual is not only directed toward the task in which he is
interested but his interest sustains his efforts and increases his energy output. Learning, for instance, is most effective in
relation to material which is of interest to the student. Interests, like moods, are in this way important in determining
personal effectiveness. Feelings, attitudes, moods, and interests are, therefore, identified with emotional states in terms
Of their effects upon physical functioning' behavior and sensation.

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( •ontrvl Of } inn! ional WÄpressiori be controlled and tranncd, ( •onttol i s lhe bv a consideration of the succcsstul in his
chosen xocation, to l)caJ Emotional Rehas ior Pcop!c in buqncss cannot avoid contacts with other people. Their jn touch
pcopJc arc the rneans by which they make money. Intctactaons with others and in their attempt to persuade them
cmouonal patterns of behavior can bc expected. The success of the businessman depends upon his ability' to recognize
these emotional reactjon€ and to deal them effectively. Therefore the businessman should avoid incumng his
customers' negative emotions such as anger, fear, annoyance or imtabillty. le should try to stimulate positive reacti•ns
10ward himself as as toward his business, to maintain a friendly atmosphere in order that his goal may be achieved. and
to make the customer feel that the cotnmodity is worth his money.'