Previous research shows that emotions play an important role in retail. The studies presented in the current thesis explore the role of negative emotions in the evaluation of luxury and non-luxury goods. Two laboratory studies were conducted to test the impact of negative emotions (irritation and contempt) on evaluation of products. Participants were asked to complete a computer task exposing them to faces with a range of emotional expressions followed by images of products that they were asked to evaluate using a luxury evaluation scale. Based on previous research, we predicted that emotional expression would influence client's evaluation of the product. This effect was expected to be more pronounced for luxury products. ANOVA and planned comparisons did not reveal any significant effects. More research is required to establish if these results are due to methodological issues or to the fact that luxury evaluation of products is not sensitive to negative emotions.