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1
Harrison-Walker, L. Jean. "The effect of consumer emotions on outcome behaviors following service failure." Journal of Services Marketing 33, no. 3 (June 10, 2019): 285–302. http://dx.doi.org/10.1108/jsm-04-2018-0124.
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Purpose The purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on important behavioral outcomes. Design/methodology/approach This paper extends the work of Wetzer et al. (2007) and draws upon the existing literature to test a series of research hypotheses tying emotions to four important behavioral outcomes primarily using stepwise regression. Findings When a service failure occurs, customers experience any of a variety of negative emotions. The effect on behavioral outcomes depends on the specific emotion experienced by the consumer. The current research, which benefits by using retrospective experience sampling, finds that frustration is the predominant emotion experienced by customers following service failure, but that anger, regret and frustration affect behavioral outcomes. Uncertainty also plays a role. Research limitations/implications Future research should investigate the antecedents of propensity for emotions and predisposition toward industries, as well as the consequences of word-of-mouth (WOM) praise and WOM activity. Additionally, emotions could be examined by service stage. Several other moderators could be investigated, including severity, complaining behavior, repeat occurrence, service importance, remedies and forgiveness, product vs process failures, tenure, gender and age. Practical implications The current research emphasizes the importance of understanding which emotion is being experienced by a customer following service failure to identify the behavioral outcomes that will be most impacted. The specific managerial implications depend upon the specific emotional response experienced by the customer and are discussed separately for anger, regret and frustration. Service personnel must be trained to recognize and address specific customer emotions rather than to provide a canned or generalized response. Originality/value To date, there has been little, if any, systematic research into the effects of multiple discrete negative emotions on multiple desirable behavioral outcomes. The current study examines six discrete emotions. Predominant emotions are differentiated from emotional intensity. The behavioral outcomes of reconciliation and reduced share-of-wallet are added to the traditional outcomes of repatronage intentions and negative WOM. While existing research tends to rely on a scenario approach, this study uses the retrospective experience sampling method. The authors distinguish between mixed emotions and multiple emotions. The relative effects of disappointment and regret are examined for each of the four outcomes. Finally, importance-performance map analysis was applied to the findings to prioritize managerial attention. Numerous managerial and research implications are identified.
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Ortigueira-Sánchez, Luis Camilo, and Ana Lucía Cárdenas-Egúsquiza. "Rhetorical strategies and emotions in political marketing management." Academia Revista Latinoamericana de Administración 32, no. 4 (November 4, 2019): 487–501. http://dx.doi.org/10.1108/arla-02-2019-0053.
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Purpose The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader. Design/methodology/approach An experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants. Findings The results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience. Practical implications The findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed. Originality/value The study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses.
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Lin, Meng-Hsien (Jenny), Samantha N. N. Cross, and Terry L. Childers. "Understanding olfaction and emotions and the moderating role of individual differences." European Journal of Marketing 52, no. 3/4 (April 9, 2018): 811–36. http://dx.doi.org/10.1108/ejm-05-2015-0284.
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Purpose The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience methods, while considering individual differences in sense of smell. Design/methodology/approach Prior research on olfaction and emotions in marketing has revealed mixed findings on the relationship between olfaction and emotion. The authors review earlier studies and present a neuroscience experiment demonstrating the benefits of ERP methods in studying the automatic processing of emotions. Findings Results demonstrate how emotional processes occurring within 1s of stimulus exposure differ across individuals with varying olfactory abilities. Findings reveal an automatic suppression mechanism for individuals sensitive to smell. Research limitations/implications Scent-induced emotions demonstrated through the use of ERP-based methods provide insights for understanding automatic emotional processes and reactions to ambient scents by consumers in the marketplace. Practical implications Findings show an automatic suppression of emotions triggered by scent in individuals sensitive to smell. Marketers and retailers should consider such reactions when evaluating the use of olfactory stimuli in promotional and retail strategies. Originality/value The authors review past literature and provide an explanation for the disparate findings in the olfaction–emotion linkage, by studying individual differences in response to scent in the marketplace. This is one of the first papers in marketing to introduce the application of ERP in studying consumer-relevant behavior and provide technical and marketing-specific considerations for both academic and market researchers.
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Orth, Ulrich R., Roberta Carolyn Crouch, Johan Bruwer, and Justin Cohen. "The role of discrete positive emotions in consumer response to place-of-origin." European Journal of Marketing 54, no. 4 (April 4, 2020): 909–34. http://dx.doi.org/10.1108/ejm-05-2018-0353.
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Purpose The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and discrete emotional episodes, the second highlighting the capability of places to elicit emotions and the third demonstrating the differential impact of discrete emotions on consumer response. Doing so shows that four positive place emotions have a significant and variable influence on consumer purchase intentions for brands originating there. Design/methodology/approach A focus group pilot corroborates that places relate to contentment, enchantment, happiness and pride, which impact consumer response. Study 1 uses landscape photographs to show the four place emotions influence purchase intention for bottled water. Study 2 retests the impact of place emotions, using short vignettes and establishes the moderating role of product hedonic nature. Study 3 replicates emotion effects, corroborating their non-conscious nature and establishing their impact in the presence of place cognitions. Findings Together, the empirical studies provide evidence for effects of four discrete place emotions, especially with hedonic products and under conditions of cognitive load. Effects are robust when a person’s mood, buying volume, category knowledge, impulse buying tendencies and place cognitions are included as controls. Research limitations/implications The study contributes to a better understanding of the emotional dimension of origin effects by adopting a novel, theory-based perspective on discrete positive place emotions impacting consumer response. Practical implications Managers invest substantially in places to elicit positive feelings, gravitating toward the view that all they need to do is create a global positive effect with consumers. The study informs this perspective by demonstrating how discrete emotions influence consumer response. Originality/value This study is among the first to examine discrete positive place emotions as possible drivers of consumers’ purchase intention.
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Haavisto, Piia, and Birgitta Sandberg. "“Man, this frustrates me”: change of consumer emotions in online discussions." Journal of Research in Interactive Marketing 9, no. 1 (March 9, 2015): 70–87. http://dx.doi.org/10.1108/jrim-03-2014-0018.
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Purpose – The purpose of this paper is to analyse how consumer emotions towards innovation change over online discussions. Design/methodology/approach – This is an empirical study based on substantial data collected from 22 discussion forums, of which the ten longest discussions on heart-rate monitors were chosen for further qualitative analysis. Findings – The results show that a variety of consumer emotions can be detected in online discussions. Negative emotions clearly seem to dominate and be generally stronger than those that are positive. The results also show how product, company and behaviour enabled by the product (in this case, training) evoke different emotions in customers. Research limitations/implications – The study focuses only on emotional expressions presented by consumers online. However, the analysis of consumers’ basic emotions, their evolution and grounds can be transferred to other settings in which interaction among customers is studied; for example, in focus group interviews. Practical implications – Results show how negative emotions felt towards a product rapidly tend to extend to anger and frustration targeted at the respective firm. This highlights the importance of company intervention. Originality/value – By analysing the change of emotions longitudinally, the authors are able to show the increase of anger over online discussions. The authors show how the target of emotion changes and how emotions spread from customer to customer.
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Didry, Nico, and Jean-Luc Giannelloni. "Collective emotional dynamics: Perspectives for marketing." Recherche et Applications en Marketing (English Edition) 34, no. 4 (December 2019): 99–124. http://dx.doi.org/10.1177/2051570719887824.
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This article focuses on the emotional dynamics at work in a collective experience. It thus fills a gap in research on emotions in the field of marketing, where emotions are usually tackled from an individual perspective. Its contribution is twofold. First, it draws on a review of the existing literature in psychology, social psychology, and sociology in order to identify, define, and characterize the main concepts related to emotions when they are experienced in a collective context. It also builds on this review by distinguishing the processes of emotional transfer from the collective emotional states that result from these transfers. Second, this article shows that the existing marketing literature almost exclusively addresses these topics through the lens of the buyer–seller dyadic relationship. Finally, it proposes further avenues of research that are focused on integrating collective emotional dynamics into marketing research.
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Tang, Yun-Chia, Yi-Ching Hsieh, and Hung-Chang Chiu. "Purchase decision: does too much choice leave us unhappy?" European Journal of Marketing 51, no. 7/8 (July 11, 2017): 1248–65. http://dx.doi.org/10.1108/ejm-01-2015-0022.
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Purpose The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision paralysis and unhappiness. This article proposes that the desire and motivation to process information vary from person to person, and emotional factors are relevant. Design/methodology/approach With a 2 × 2 experimental design, this study examines the influence of the interaction of choice variety with need for cognition (NFC) on positive and negative emotions, and then tests the mediating effects on purchase intentions. The sample includes 214 college students, assigned randomly to self-assessment questionnaires. Findings Both high NFC respondents in the high variety condition and low NFC respondents in the low variety condition exhibit more positive emotions than low NFC respondents in the high variety condition but not more than high NFC respondents in the low variety condition. Positive (negative) emotions increase (decrease) consumers’ purchase intentions. Research limitations/implications The experiment was conducted in a virtual store, which may not match real-life store environments or reflect participants’ actual purchase behaviours, so additional research should consider the influence of involvement further. Practical implications The results offer suggestions for developing more effective communication with emotions, increasing involvement to maintain consumers’ positive emotions and relieve their confusion, and managing product variety. Originality/value This article meets the identified need to study how choice variety influences consumers’ willingness to purchase from a personal emotion perspective.
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Choi, Nak Hwan, Jae Min Jung, Tamir Oyunbileg, and Pianpian Yang. "The impact of emotional arousal levels and valence on product evaluations." European Journal of Marketing 50, no. 1/2 (February 8, 2016): 78–99. http://dx.doi.org/10.1108/ejm-09-2013-0481.
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Purpose – This paper aims to investigate the moderating roles of emotional arousal levels (elevated vs mild) and emotional valence (positive vs negative) stemming from outcomes of self-regulatory goal pursuit in understanding effectiveness of the product attribute type on product evaluation. Design/methodology/approach – Drawing on the literature on goals, emotions and behaviors, this research advances and tests hypotheses with two studies and an ANOVA. Findings – This study shows that when consumers experience positive emotions stemming from the success of self-regulatory goals (approach vs avoidance), the impact of product attribute type on product evaluations is primarily driven by the emotional arousal levels and that the type of regulatory goals does not matter. In contrast, when consumers experience negative emotions stemming from the failure of goal pursuit, the impact of product attribute type is determined not only by the emotional arousal levels but also by the type of goals. Practical implications – Marketing managers should use appropriate product attributes in advertisements that match with the consumers’ emotional arousal levels, emotional valence and regulatory goals by identifying customers’ specific emotional state and its source. Originality/value – This study shows that emotional valence moderates the impact of emotional arousal levels on the effectiveness of product attribute types in advertisements, and that the regulatory goals as the source of such emotions matter only under the elevated negative emotions. The major contribution of this research is that to understand the impact of emotions stemming from regulatory goal pursuit on product evaluations, not only emotional valence but also emotional arousal levels and regulatory goals should be taken into consideration.
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Maguire, Louise, and Susi Geiger. "Emotional timescapes: the temporal perspective and consumption emotions in services." Journal of Services Marketing 29, no. 3 (May 11, 2015): 211–23. http://dx.doi.org/10.1108/jsm-02-2014-0047.
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Purpose – This study aims to examine how the temporal aspect of service consumption impacts the emotions that are created within consumers during service encounters. Design/methodology/approach – The authors adopted mobile phone or ‘SMS’ diaries to capture the emotions that participants experienced at the very moment they were being felt or ‘in-vivo’. The study included thirteen different services including both ‘brief’ and ‘extended service transactions’. Findings – The study suggests that the temporal perspective is a dominant cause of consumption emotions in services, influencing consumers’ emotions from before the service encounter commences to its conclusion and, in some cases, beyond the conclusion of the service event. Other antecedents of consumption emotions such as interactions with staff and the servicescape are influenced by and interwoven with this temporal aspect. By capturing emotions as they were experienced, recall difficulties that might have been encountered had the emotions been measured retrospectively were eliminated, allowing the researchers to construct a comprehensive account of the chronology and contiguity of the emotions created within consumers during service encounters. Originality/value – Although certain aspects of time such as the consequences of queuing and waiting have been addressed in the services marketing literature, a detailed understanding of how time impacts consumption emotions in services from the start to the conclusion of service encounters has not been undertaken to date. This research addresses that gap by examining how the temporal perspective influences not only consumption emotions in customers per se but how it also influences other causes of consumption emotions that customers encounter during service transactions.
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Molander, Susanna, and Benjamin Julien Hartmann. "Emotion and practice." Marketing Theory 18, no. 3 (February 8, 2018): 371–90. http://dx.doi.org/10.1177/1470593117753979.
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While emotions are a central facet of consumer culture, relatively little is known about how they are tied to the embodied and tacit aspects of everyday living. This article explores how practices organize emotions and vice versa. Pairing Schatzki’s teleoaffective structure with emotions understood as intensities that are deeply inscribed in the structural blueprints of practices, we propose that the organization of emotions and practices is recursive and based on three teleoaffective episodes: anticipating, actualizing, and assessing. To illustrate this, we present an analysis of empirical material from an ethnographic study on mothering. The practice–emotion link we unfold contributes to understanding the operation of emotions in consumer culture by specifying how practices and emotions are co-constitutive. This offers novel insights into the embodied and routinized nature of emotions, illuminates the connection between practices and individuals, and highlights the role of emotions in practice change.
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Babin, Barry J., William R. Darden, Louisiana State University, Shreveport, Lousiana, and Laurie A. Babin. "Negative Emotions in Marketing Research." Journal of Business Research 42, no. 3 (July 1998): 271–85. http://dx.doi.org/10.1016/s0148-2963(97)00124-0.
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Balaji, M. S., Sanjit Kumar Roy, and Ali Quazi. "Customers’ emotion regulation strategies in service failure encounters." European Journal of Marketing 51, no. 5/6 (May 8, 2017): 960–82. http://dx.doi.org/10.1108/ejm-03-2015-0169.
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Purpose The purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation impacts customer satisfaction and behavioural responses (e.g. repurchase intentions and negative word-of-mouth). Design/methodology/approach A scenario-based survey was used to elicit responses in a hospitality setting. Structural equation modelling and hierarchical regression analysis were used to test the proposed hypotheses. Findings Results show that both positive and negative emotions mediate the relationship between perceived injustice and customer satisfaction. The emotion regulation of customers through suppression and reappraisal influences the effects of satisfaction on both negative word-of-mouth and repurchase intentions. Practical implications This study advances service managers’ understanding of customer experience during service failure by demonstrating how emotion regulation influences customer response behaviours. With a better understanding of customers’ emotion regulation strategies, managers and frontline employees can more effectively develop and execute recovery strategies which adapt to customer emotions while eliciting more satisfying outcomes. Originality/value This research is one of the first to examine the moderating role of customers’ emotion regulation strategies in determining their behavioural responses. Conducted in the hospitality services context, this study provides support for relationships among perceived injustice, customer emotions, emotion regulation, customer satisfaction, negative word-of-mouth and repurchase intentions.
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Kemp, Elyria, Elten Briggs, and Nwamaka A. Anaza. "The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand." European Journal of Marketing 54, no. 7 (May 14, 2020): 1609–40. http://dx.doi.org/10.1108/ejm-09-2018-0653.
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Purpose Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process. Design/methodology/approach In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel. Findings Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising. Research limitations/implications This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making. Practical implications These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization. Originality/value B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.
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Addis, Michela, Giulia Miniero, and Isabella Soscia. "Facing contradictory emotions in event marketing: leveraging on surprise." Journal of Consumer Marketing 35, no. 2 (March 19, 2018): 183–93. http://dx.doi.org/10.1108/jcm-06-2016-1862.
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Purpose This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event. Design/methodology/approach In total, 220 consumers took part in a pre-test/post-test quasi-experimental within-subject design. Data were analyzed using structural equation modeling. Findings Findings show that an in-store social event designed to elicit young customers’ surprise and feelings of romantic love might also give rise to a relevant negative emotion such as embarrassment, and that surprise can act as a powerful managerial tool in limiting the negative effects of this negative emotion. Moreover, brand attitude and purchase intention are outcomes of positive emotions elicited by the event. Practical implications The study shows that event marketing is an appealing but risky strategy. Evoking surprise is an effective way to manage negative emotions such as embarrassment that can arise unintentionally during an event. Originality/value The research contributes to the understanding of the role of contradictory emotions in a specific social experience, namely, the event, and focuses on unplanned and undesired the affective contributions of customers.
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Sarwari, Sara. "Relationship Marketing Model." International Journal of Customer Relationship Marketing and Management 9, no. 2 (April 2018): 16–32. http://dx.doi.org/10.4018/ijcrmm.2018040102.
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To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the effect of both relationship quality and emotions on customer loyalty. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this article provide strong evidence of the relationship between emotions and relationship quality, which in turn are necessary determinants of customer loyalty. Findings imply that increase of the positive emotions of customers will increase the relationship quality between the hoteliers and the customers, which ultimately introduce more loyal customers in the five-star hotels in Bangladesh and make the hotels pursuit more competitive advantage, and long-term profit.
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Azab, Carol, Terry Clark, and Cheryl Burke Jarvis. "Positive psychological capacities: the mystery ingredient in successful service recoveries?" Journal of Services Marketing 32, no. 7 (October 8, 2018): 897–912. http://dx.doi.org/10.1108/jsm-11-2017-0407.
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Purpose This paper aims to explore the influence of frontline employees’ (FLEs’) positive psychological capacities (PPCs) (optimism, hope, resilience and self-efficacy) on service recovery. Design/methodology/approach A model of FLE PPCs is tested using two studies: a field study (Nretail = 205; Nrestaurant = 160) and between-subject experimental design (Neducation = 206) in three service settings. Findings Results show that positive emotions mediate the relationship between PPCs and problem-solving adaptability, and that authenticity of positive emotions moderates the relationship between positive emotions and interactional justice. Surprisingly, problem-solving adaptability positively influences perceptions of distributive justice and interactional justice. A small interaction effect between positive emotions and problem-solving adaptability also was found. Research limitations/implications The dependent variable (problem-solving adaptability) was measured using an open-ended question evaluated by objective, independent raters rather than a self-reported structured metric, to minimize social desirability bias. Practical implications Given that the customer complaints to the Better Business Bureau in 2016 were close to one million, most of them occurring in the service sector, service firms need continuous research into improving service recovery. This study argues that firms can improve FLEs’ problem-solving adaptability behavior by training existing FLEs to strengthen PPCs, hiring FLEs that have strong PPCs and fostering positive emotions. Originality/value This is the first study that examines the effect of PPCs on service recovery outcomes. By incorporating PPCs as antecedents of positive emotions, this paper explains how FLEs can offer a better recovery rather than dictating what they ought to display and say. An explanation of how FLE PPCs influence customer outcomes via the broaden-and-build theory of positive emotions and emotion contagion theory is offered, highlighting a novel path/relationship between FLE positive emotions and problem-solving abilities, and extending emotion contagion to service recovery.
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Lunardo, Renaud, and Camille Saintives. "Coping with the ambivalent emotions of guilt and pride in the service context." Journal of Services Marketing 32, no. 3 (May 14, 2018): 360–70. http://dx.doi.org/10.1108/jsm-01-2017-0003.
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Purpose This research paper aims to contribute to the literature on emotions in the service experience. The extant literature has extensively discussed how the service experience can drive singular emotions. However, the investigation of the combined effects of mixed emotions – that is, emotions of antagonistic valence (positive and negative) – remains scarce. To fill this gap, this research focuses on the combined effects of the negative emotion of guilt and the positive emotion of pride, two affective reactions that can be felt during a service experience but that differ from each other in terms of valence. Specifically, this research examines how consumers who simultaneously feel these two emotions cope with them and more precisely if they engage in a positive reappraisal of their own behavior during the service experience or if they rather prefer adopting the avoidance strategy of mental disengagement. Finally, this research paper examines how these coping strategies to the mixed emotions of pride and guilt affect satisfaction with the service. Design/methodology/approach A series of hypotheses relating guilt, pride and the coping strategies of mental disengagement and positive reappraisal, as well as their effect on satisfaction toward the service, are testes using two scenario-based experiments. Findings The findings show that the effects of guilt on the coping strategies of mental disengagement and positive reappraisal are moderated by pride. Importantly, the results show that these two interacting effects are distinct. Precisely, while pride moderates the effect of guilt on mental disengagement such that a negative effect of guilt is observed mainly among people who feel strong guilt feelings, the moderating effect of pride in the guilt-positive reappraisal relationship is positive and mainly among those who feel low guilt feelings. Further, mental disengagement mediates the effects of guilt on satisfaction and differently according to the level of pride. Originality/value This research makes a contribution through the investigation of mixed emotions. This approach appears of value because services can drive different emotions simultaneously, and in a context where most extant research focuses on singular emotions.
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Kemp, Elyria, My Bui, Anjala Krishen, Pamela Miles Homer, and Michael S. LaTour. "Understanding the power of hope and empathy in healthcare marketing." Journal of Consumer Marketing 34, no. 2 (March 20, 2017): 85–95. http://dx.doi.org/10.1108/jcm-04-2016-1765.
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Purpose The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising. Design/methodology/approach Two consumer panel experiments investigate the role of hope and empathy appeals in fostering positive evaluations toward healthcare providers (medical centers for serious illnesses). Findings Study 1 shows that two types of emotion-based healthcare appeals are more effective than non-emotional appeals. Study 2 compares the relative effectiveness of hope versus empathy appeals with medical expert or typical person (patient) testimonials. Research limitations/implications Findings demonstrate that in a healthcare context, an expert testimonial enhanced the persuasiveness of a hope-based appeal, whereas testimonials from unknown patients were not effective. Originality/value Understanding the role of emotions in healthcare advertising is increasingly important as healthcare providers compete on care and quality outcomes and advertising agencies vie for the attention of consumers.
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Yang, Defeng, Hao Shen, and Robert S. Wyer. "The face is the index of the mind: understanding the association between self-construal and facial expressions." European Journal of Marketing 55, no. 6 (January 26, 2021): 1664–78. http://dx.doi.org/10.1108/ejm-03-2019-0295.
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Purpose This study aims to examine the relationship between consumers’ emotional expressions and their self-construals. The authors suggest that because an independent self-construal can reinforce the free expression of emotion, the expression of extreme emotions is likely to become associated with feelings of independence through social learning. Design/methodology/approach The paper includes five studies. Study 1A provided evidence that priming participants with different types of self-construal can influence the extremity of their emotional expressions. Study 1B showed that chronic self-construal could predict facial expressions of students who were told to smile for a group photograph. Studies 2–4 found that inducing people to either manifest or to simply view an extreme facial expression activated an independent social orientation and influenced their performance on tasks that reflect this orientation. Findings The studies provide support for a bidirectional causal relationship between individuals’ self-construals and the extremity of their emotional expressions. They show that people’s general social orientation could predict the spontaneous facial expressions that they manifest in their daily lives. Research limitations/implications Although this research was generally restricted to the effects of smiling, similar considerations influence the expression of other emotions. That is, dispositions to exhibit extreme expressions can generalize over different types of emotions. To this extent, expressions of sadness, anger or fear might be similarly associated with people’s social orientation and the behavior that is influenced by it. Practical implications The paper provides marketing implications into how marketers can influence consumers’ choices of unique options and how marketers can assess consumers’ social orientation based on their observation of consumers’ emotional expressions. Originality/value To the best of the authors’ knowledge, this research is the first to demonstrate a bidirectional causal relationship between individuals’ self-construals and the extremity of their emotional expressions, and to demonstrate the association between chronic social orientation and emotional expression people spontaneously make in their daily lives.
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Clauzel, Amélie, Nathalie Guichard, and Coralie Damay. "Exploring emotional traces in families’ recollection of experiences." Qualitative Market Research: An International Journal 23, no. 1 (January 30, 2020): 21–45. http://dx.doi.org/10.1108/qmr-07-2018-0076.
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Purpose From experiences recollections, this study aims to explore the place of emotions in the souvenir’s step of the family consumption process of luxury hotels stays. Design/methodology/approach To explore the emotional dimension, this exploratory research is based on a triple qualitative approach (software, manual and a psychology-based approach). In total, 1,055 e-reviews, following a family stay in four- and five-star hotels, were collected. Findings The findings highlight an omnipresent emotional dimension in the recollections of experiences of consumers who have travelled with their families. These emotional traces differ according to the hotel’s positioning. Overall, positive emotions are much more prominent in the most luxurious hotels, while negative emotions are more related to the four-star hotels. Moreover, the four-star hotels reviews mainly associate emotions with the tangible aspects of the offer. Those in five-star hotels are more structured through intangible aspects. Research limitations/implications The study of family decision-making dynamic, with a focus on the role of each family member, is a first perspective. That of experiences recollections apart from the digital approach is also to be considered. Practical implications On the one hand, the objective is to extend the literature about the role of emotions in a service consumption process, and especially in a family context, trying to understand the post-purchase step of these customers. On the other hand, it is interesting for hotel managers to identify to which aspects of the offer (e.g. comfort, room, catering, decoration) the emotional traces that have remained in the customers’ memory are associated. Originality/value This study considers the family unit in a new way, that of its emotional memories’ traces of luxury hotels experiences. The post-consumer stage of the purchase process based on many spontaneous online reviews analysis is investigated.
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Bagozzi, R. P., M. Gopinath, and P. U. Nyer. "The Role of Emotions in Marketing." Journal of the Academy of Marketing Science 27, no. 2 (April 1, 1999): 184–206. http://dx.doi.org/10.1177/0092070399272005.
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Ding, Cherng G., and Timmy H. Tseng. "On the relationships among brand experience, hedonic emotions, and brand equity." European Journal of Marketing 49, no. 7/8 (July 13, 2015): 994–1015. http://dx.doi.org/10.1108/ejm-04-2013-0200.
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Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.
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Vrtana, David, Anna Krizanova, Eva Skorvagova, and Katarina Valaskova. "Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal." Sustainability 12, no. 19 (October 8, 2020): 8287. http://dx.doi.org/10.3390/su12198287.
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The correlation and perception of advertising on adolescents have been shown to be a key factor in the survival of subjective emotional states. In this research, we map the affective level in relation to emotions in the context of assessing the marketing advertisement “Man on the Moon” by John Lewis company. We assess how an emotional appeal affects adolescents in various areas of the Slovak Republic, following several crucial demographic features of respondents. We examined the affective level by means of a psychodiagnostic tool in the form of a standardized tool of the scale of subjective emotional habitual well-being. To measure the emotional component of subjective well-being, we used descriptive words that expressed experienced emotions and feelings. From the collected data, we determined the frequency of positive and negative mood and verified the dependence between the variable region and emotion. We used Pearson’s chi-square test. When evaluating the data, we found dependencies between the categorical variable region and emotion. We did not find a relationship between the variable gender and emotion. The geographical division within the national market has an impact on the experience of positive and negative emotions when looking at advertising with an emotional appeal to the story.
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Tian, Jing. "Impact of Buyers' Emotions on Perceived Behavioral Control." Business and Management Research 7, no. 1 (February 14, 2018): 42. http://dx.doi.org/10.5430/bmr.v7n1p42.
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This study focuses on how emotions of different types affect perceived behavioral control (PBC), which, by referencing to service marketing and organizational behavior theory, is divided into three aspects: perceived participation (PP), perceived risk (PR), and perceived organizational support (POS) here. To explore how different types of emotions affect these three variables respectively, subjects' emotions are controlled through experiment. Results reveal that the type of emotion has significant influence on the three variable values. Positive emotion parallels the highest PP and POS values, while neutral emotion comes with the lowest PR value.
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Shahzad, Muhammad Faisal, Muhammad Bilal, Jin Xiao, and Tahir Yousaf. "Impact of smartphone brand experience on brand equity." Journal of Islamic Marketing 10, no. 2 (June 10, 2019): 440–64. http://dx.doi.org/10.1108/jima-04-2017-0045.
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Purpose The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data. Findings The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users. Research limitations/implications Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study. Practical implications This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product. Originality/value This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.
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Tri Kurniawati, Desi, Nadiyah Hirfiyana Rosita, and Rila Anggraeni. "The role of emotional marketing and UTAUT on donation intention through social media." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 1 (February 11, 2021): 38–46. http://dx.doi.org/10.20525/ijrbs.v10i1.1026.
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Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing.
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Foroughi, Behzad, Davoud Nikbin, Sunghyup Sean Hyun, and Mohamad Iranmanesh. "Impact of core product quality on sport fans’ emotions and behavioral intentions." International Journal of Sports Marketing and Sponsorship 17, no. 2 (April 29, 2016): 110–29. http://dx.doi.org/10.1108/ijsms-04-2016-010.
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Purpose – The purpose of this paper is to examine the relationships among the core product quality (team characteristics and player performance), emotion (anxiety, anger, dejection, happiness, and excitement), and the fans behavioral intentions. Design/methodology/approach – Data were gathered on the team characteristics and player performance, emotions of anxiety, anger, dejection, happiness, and excitement using a survey from subjects comprised of 233 spectators attending Iranian Premier League soccer matches. Findings – The results showed that both the core product quality dimensions of the team characteristics and player performance are related significantly to the negative emotion of anxiety and both positive emotions of excitement and happiness. Moreover, the positive emotions of excitement and happiness were positively related to the fan attendance, while the negative emotions of anxiety and dejection were negatively and significantly related to the fans behavioral intentions. The practical implications of the findings are discussed briefly. Originality/value – The paper provides useful information for sports marketing executives, suggesting that they strive for unique organizational advantages and employ them in their marketing messages when their teams are unsuccessful. Such a strategy can allow organizations to maximize the positive emotions of spectators in the face of poor core product quality.
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G. Tombs, Alastair, Rebekah Russell-Bennett, and Neal M. Ashkanasy. "Recognising emotional expressions of complaining customers." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1354–74. http://dx.doi.org/10.1108/ejm-02-2011-0090.
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Purpose – This study aims to test service providers’ ability to recognise non-verbal emotions in complaining customers of same and different cultures. Design/methodology/approach – In a laboratory study, using a between-subjects experimental design (n = 153), we tested the accuracy of service providers’ perceptions of the emotional expressions of anger, fear, shame and happiness of customers from varying cultural backgrounds. After viewing video vignettes of customers complaining (with the audio removed), participants (in the role of service providers) assessed the emotional state of the customers portrayed in the video. Findings – Service providers in culturally mismatched dyads were prone to misreading anger, happiness and shame expressed by dissatisfied customers. Happiness was misread in the displayed emotions of both dyads. Anger was recognisable in the Anglo customers but not Confucian Asian, while Anglo service providers misread both shame and happiness in Confucian Asian customers. Research limitations/implications – The study was conducted in the laboratory and was based solely on participant’s perceptions of actors’ non-verbal facial expressions in a single encounter. Practical implications – Given the level of ethnic differences in developed nations, a culturally sensitive workplace is needed to foster effective functioning of service employee teams. Ability to understand cultural display rules and to recognise and interpret emotions is an important skill for people working in direct contact with customers. Originality/value – This research addresses the lack of empirical evidence for the recognition of customer emotions by service providers and the impact of cross-cultural differences.
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Calderón-Monge, Esther. "Twitter to Manage Emotions in Political Marketing." Journal of Promotion Management 23, no. 3 (March 27, 2017): 359–71. http://dx.doi.org/10.1080/10496491.2017.1294870.
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Guerreiro, João, Paulo Rita, and Duarte Trigueiros. "Attention, emotions and cause-related marketing effectiveness." European Journal of Marketing 49, no. 11/12 (November 9, 2015): 1728–50. http://dx.doi.org/10.1108/ejm-09-2014-0543.
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Ki, Chungwha, Kangbok Lee, and Youn-Kyung Kim. "Pleasure and guilt: how do they interplay in luxury consumption?" European Journal of Marketing 51, no. 4 (April 10, 2017): 722–47. http://dx.doi.org/10.1108/ejm-07-2015-0419.
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Purpose This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury. Design/methodology/approach Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention. Findings The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI. Research limitations/implications Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts. Practical implications The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention. Originality/value Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.
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Hinck, Wolfgang, and Zafar U. Ahmed. "The effect of anticipatory emotions on students’ performance in marketing simulations." Journal of Research in Marketing and Entrepreneurship 17, no. 1 (July 13, 2015): 5–22. http://dx.doi.org/10.1108/jrme-12-2014-0034.
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Purpose – This study aims to analyze the effects of goal-directed feelings on student’s performance in marketing simulations. Calculating path coefficients from data collected at two points in time, the authors tested a model consisting of four constructs personal stakes, anticipatory emotions, volitions and goal-directed behavior. The results suggest that positive and negative anticipatory emotions mediate the relationship between personal stakes and volitions and determine student motivation, behavior and actual performance independently from simulation design, simulation environment and cognitive personality characteristics of the participants. Implications for educators include the need for active pursuit of anticipatory emotion development. Design/methodology/approach – The model consists of the four constructs: personal stakes, anticipatory emotions, volitions and goal-directed behavior. Personal stakes determine involvement and are perceived based on an evaluation of the degree of potential impact of one’s performance on one’s personal well-being. Anticipatory emotions, as explained before, are affected by personal stakes and can be either positive or negative. They influence volitions or wills; these are intentions consisting of both directive components (for example, strategy planning and approach selection) and motivational components (for example, the commitment to a necessary effort). Volitions are the mediators that transform anticipatory emotions into goal-directed behaviors. These goal-directed behaviors comprise the fourth construct, consisting of mental and physical efforts aimed at accomplishing a specific objective. Findings – The hypotheses were tested calculating path coefficients. All hypotheses were supported and statistically significant (p < 0.01; one-tailed significance test). With regard to H1, personal stakes were positively related to both positive and negative anticipatory emotions, with a particularly strong relation to positive emotions. Consistent with H2, anticipatory emotions were strongly related to volitions and, thus, heavily influencing the extent to which students would engage in planning and compare their own effort against that of their fellow students. Fueled by the anticipatory emotions, the volitions, in turn, were strongly related to the actually exhibited behavior, supporting H3. In other words, the students put their intentions into practice and engaged in careful simulation planning as well as in an effort that they perceived to be superior to the one of their peers. It is then no surprise that H4 was also supported. The more the students attempted to be carefully prepared and the harder they tried to outperform their fellow students, the more likely the achievement of the desired objectives became. Finally, H5 was supported, even though only weakly with regard to negative outcome emotions. This indicates that successful performance leads to positive emotions, but a failure in the marketing simulation (measured by a non-achievement of objectives set) does not necessarily make the students feel bad. Originality/value – In conclusion, the study provides the rising number of marketing educators using computerized simulations with an approach to increase student motivation and performance. It has become obvious that personal stakes alone are not sufficient to fully develop commitment on the side of students. Rather, anticipatory emotions serve as the mediator between those stakes and students’ volitions.
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Spanjaard, Daniela, Louise Young, and Lynne Freeman. "Emotions in supermarket brand choice." Qualitative Market Research: An International Journal 17, no. 3 (June 3, 2014): 209–24. http://dx.doi.org/10.1108/qmr-10-2012-0049.
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Purpose – The purpose of this article is to show how the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods. Design/methodology/approach – A mixed-method approach was applied where the results of one technique provided the guidelines for the next as a way to understand how decisions are made within a grocery store. A mail survey started the process which subsequently presented input for the focus group, leading to videographic observations, depth interviews and consumer diaries. Findings – The results show that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand. This suggests that using behavioral and attitudinal surveys to understand this perspective may not adequately capture important aspects of grocery buying. Instead, consideration must be given to alternative methods which offer the shopper freedom to discuss what is important to them in terms of product selection. Research limitations/implications – This study is unique in applying multiple qualitative methods to an environment that is often overlooked as a source for meaningful insights into consumer decisions. The ability to use methods such as videography and self-assessment provides consequential reasons behind consumer behaviour rather than just statistical measurements of this. Practical implications – The results make a note of caution for retailers. Radical changes to brand offerings (e.g. deleting lines) and accessibility to preferred products (e.g. out of stocks, store layouts) runs the risk of potentially isolating regular customers. Our research shows that when a favorite product is not available, a substitute is not likely. Instead respondents tend to go to another store that does stock their brand, or they buy a smaller, cheaper product to “make do” until the next shop. Neither option is a good outcome for the consumer, the manufacturer or the store. Originality/value – This study will show that for grocery buying, not all decisions are rational where the use of available information is what drives the final brand choice. Instead, consumers display evidence of emotion that one research method in isolation is unlikely to adequately capture.
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Paschen, Jeannette. "Investigating the emotional appeal of fake news using artificial intelligence and human contributions." Journal of Product & Brand Management 29, no. 2 (May 6, 2019): 223–33. http://dx.doi.org/10.1108/jpbm-12-2018-2179.
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Purpose The creation and dissemination of fake news can have severe consequences for a company’s brand. Researchers, policymakers and practitioners are eagerly searching for solutions to get us out of the “fake news crisis”. Here, one approach is to use automated tools, such as artificial intelligence (AI) algorithms, to support managers in identifying fake news. The study in this paper demonstrates how AI with its ability to analyze vast amounts of unstructured data, can help us tell apart fake and real news content. Using an AI application, this study examines if and how the emotional appeal, i.e., sentiment valence and strength of specific emotions, in fake news content differs from that in real news content. This is important to understand, as messages with a strong emotional appeal can influence how content is consumed, processed and shared by consumers. Design/methodology/approach The study analyzes a data set of 150 real and fake news articles using an AI application, to test for differences in the emotional appeal in the titles and the text body between fake news and real news content. Findings The results suggest that titles are a strong differentiator on emotions between fake and real news and that fake news titles are substantially more negative than real news titles. In addition, the results reveal that the text body of fake news is substantially higher in displaying specific negative emotions, such as disgust and anger, and lower in displaying positive emotions, such as joy. Originality/value This is the first empirical study that examines the emotional appeal of fake and real news content with respect to the prevalence and strength of specific emotion dimensions, thus adding to the literature on fake news identification and marketing communications. In addition, this paper provides marketing communications professionals with a practical approach to identify fake news using AI.
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Gutierrez, Alma Maria Jennifer, Anthony Shun Fung Chiu, and Rosemary Seva. "A Proposed Framework on the Affective Design of Eco-Product Labels." Sustainability 12, no. 8 (April 16, 2020): 3234. http://dx.doi.org/10.3390/su12083234.
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There was a shift in sustainability consumption in the last decade that stimulated new strategies for ecological friendly industries and new product innovations. Environmental labeling is a marketing technique used to inform consumers that a company has employed a process to protect the environment. However, uncertainty remains concerning how eco-labels influence consumers. Buying green products can elicit emotion in consumers. When consumers buy eco-products, they feel that they are helping save the environment. Products provide certain emotional benefits and therefore affect mood and behavior. This study aims to examine how consumers who differ in environmental attitudes respond to eco-labels. Aside from this, it wants to determine the intensity and type of emotions elicited by these kinds of products based on a certain set of pre-purchase emotions. These emotions are still unknown. Also, it proposes the Green Emotion Model (GEM) 2.0 that correlates environmental attitudes, visual attention towards these eco-labels, emotion and the desirability of purchasing a product. This framework proposes that the environmental attitudes and awareness of consumers are crucial for them to look for this eco-label on a product. These environmental labels should be able to capture the attention of consumers and thus will provoke positive emotions and lead to the purchase of an eco-product.
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Heath, Teresa Pereira, Caroline Tynan, and Christine Ennew. "Accounts of self-gift giving: nature, context and emotions." European Journal of Marketing 49, no. 7/8 (July 13, 2015): 1067–86. http://dx.doi.org/10.1108/ejm-03-2014-0153.
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Purpose – The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the motivations to the emotions that follow. Design/methodology/approach – This paper uses an interpretive approach, focused on participants’ constructions of meanings, using 99 critical incident technique interviews, which followed 16 in-depth interviews. Findings – This paper identifies the following self-gift motivations: To Reward Myself (and Others); To celebrate; To remember or get closer; To forget or part; To feel loved or cheered up; and To enjoy life. It also uncovers a compensatory/therapeutic dimension in most self-gifts. The authors identify changes in emotional responses to SGCB over time, and suggest a relationship between these emotions and the contexts that drive self-gifts. Self-gifts are conceptualized as pleasure-oriented, symbolic and special consumption experiences, which are self-directed, or both self- and others-directed; perceived by the consumer to be justified by the contexts in which they occur; and driven and followed by context-dependent emotions. Originality/value – This manuscript offers novel insights into participants’ uses of both SGCB and the act of labelling purchases “self-gifts”. It uncovers how consumers are concerned with accounting for indulgent spending and how this problematizes the concept of “self-gift”. It challenges the idea of a single context for SGCB, showing how interacting motivations explain it. It also introduces a temporal dimension to self-gift theory by considering emotional responses at different times. Finally, it offers a new conceptualization of and theoretical framework for SGCB.
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Septianto, Felix, Yuri Seo, Billy Sung, and Fang Zhao. "Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride." European Journal of Marketing 54, no. 6 (May 6, 2020): 1305–23. http://dx.doi.org/10.1108/ejm-10-2018-0690.
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Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness. Findings The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising. Research limitations/implications The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations. Practical implications Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses. Originality/value The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.
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Foroughi, Behzad, Khairul Anuar Mohammad Shah, Thurasamy Ramayah, and Mohammad Iranmanesh. "The effects of peripheral service quality on spectators’ emotions and behavioural intentions." International Journal of Sports Marketing and Sponsorship 20, no. 3 (August 5, 2019): 495–515. http://dx.doi.org/10.1108/ijsms-08-2018-0082.
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Purpose The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators’ emotions and behavioural intention. Design/methodology/approach Data were obtained from a survey of 342 spectators of professional league football in Malaysia and analysed using the partial least squares technique. Findings The results illustrated the significant role of both pleasant and unpleasant emotions in forming spectators’ behavioural intentions. Furthermore, they demonstrated that the drivers of pleasant and unpleasant emotions are different. While entertainment, electronic devices and stadium announcers have positive effects on pleasant emotion, facilities and electronic devices have negative effects on unpleasant emotion. Entertainment, electronic devices and stadium announcers have indirect effects on behavioural intentions through pleasant emotions. Unpleasant emotions mediated the effects of facilities and electronic devices on behavioural intentions. Originality/value The findings of this study suggest that football marketers must understand the crucial role of peripheral service quality and spectators’ emotions. Through stimulating pleasant emotions in spectators and preventing unpleasant emotions from arising, football marketers can ensure that these spectators will attend football stadiums.
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Calvo-Porral, Cristina, and Jean-Pierre Lévy-Mangin. "An emotion-based segmentation of bank service customers." International Journal of Bank Marketing 38, no. 7 (September 4, 2020): 1441–63. http://dx.doi.org/10.1108/ijbm-05-2020-0285.
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PurposeEmotional and affective responses are experienced during service use that determine customer behavior; and for this reason, bank services require an better understanding of the emotions customers feel in service experiences. This research aims to examine whether different customer segments exist in the bank services industry, based on the emotions they experience when using the service.Design/methodology/approachThe factors were examined through confirmatory factor analysis (CFA). Then, two-step clustering analysis was developed for customer segmentation on data from 451 bank service customers. Finally, an Anova test was conducted to confirm the differences among the obtained customer segments.FindingsOur findings show that the emotion-based segmentation is meaningful in terms of behavioral outcomes in bank services. Further, research findings indicate that bank service customers cannot be perceived as a homogenous group, since four customer clusters emerge from our research namely “angry complainers”, “pragmatic uninvolved”, “emotionally attached customers” and “happy satisfied customers”.Research limitations/implicationsOur findings show that the emotion-based segmentation is meaningful in terms of behavioral outcomes in bank services. Further, research findings indicate that bank service customers cannot be perceived as a homogenous group, since four customer clusters emerge from our research namely “angry complainers”, “pragmatic uninvolved”, “emotionally attached customers” and “happy satisfied customers”, being the “angry complainers” the most challenging customer group.Originality/valueThe study is the first one to specifically segment bank customers based on the emotions they experience when using the service.
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Kranzbühler, Anne-Madeleine, Alfred Zerres, Mirella H. P. Kleijnen, and Peeter W. J. Verlegh. "Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters." Journal of the Academy of Marketing Science 48, no. 3 (December 9, 2019): 478–98. http://dx.doi.org/10.1007/s11747-019-00707-0.
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AbstractDistinguishing 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 consumer judgment and behavior. Our meta-analysis of 1035 effect sizes (N = 40,777) across 10 discrete emotions shows that analyzing discrete emotions clearly outperforms models of core affect (valence and arousal) when studying firm–customer encounters. Specifically, we find that the greatest impact stems from the medium-arousal emotion of gratitude and that positive emotions show consistently stronger effect sizes than do negative emotions. We also examine how effects are moderated by situational characteristics of the experience triggering the emotion. Based on our findings, we develop recommendations that help marketers identify and manage consumers’ emotions more effectively.
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Lapierre, Matthew Allen. "Emotion regulation and young children’s consumer behavior." Young Consumers 17, no. 2 (June 20, 2016): 168–82. http://dx.doi.org/10.1108/yc-11-2015-00566.
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Purpose This paper aims to explore how children’s developing ability to effectively regulate their emotions influences their consumer behavior . Design/methodology/approach Working with 80 children and one of their parents, this study used direct observations of child behavior in a task where they needed to regulate their emotions and a survey of parents about their child’s emotional development and consumer behavior. The research used quantitative methods to test whether children’s emotion regulation predicted parent reported consumer behavior (e.g. purchase requests, parent–child purchase related conflict) via multiple regression analyses. Findings After controlling for children’s age and linguistic competence, the study found that children’s ability to control positively valenced emotions predicted consumer behavior. Specifically, children who had more difficulty suppressing joy/happiness were more likely to ask their parents for consumer goods and were more likely to argue with parents about these purchases. Practical implications Content analyses of commercials targeting children have shown that many of the persuasive appeals used by advertisers are emotionally charged and often feature marketing characters that children find affectively pleasing. These findings suggest that these types of marketing appeals may overwhelm younger children which can lead to conflict with parents. Consequently, marketers and policy makers may want to re-examine the use of such tactics with younger consumers. Originality/value While the potential link between children’s emotional development and consumer behavior has been suggested in theoretical work, this is the first known study to empirically test this theorized relationship.
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Lohmann, Katja, Sebastian Stefan Pyka, and Cornelia Zanger. "The effects of smileys on receivers’ emotions." Journal of Consumer Marketing 34, no. 6 (September 11, 2017): 489–95. http://dx.doi.org/10.1108/jcm-02-2017-2120.
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Purpose Nowadays, computer-mediated communication (CMC) is an inherent part of consumers’ daily interactions. That kind of communication, however, is associated with limited options to express emotions and, thus, impairs smooth interactions. Considering these shortcomings, existing research has paid attention to the use of smileys and examines their impacts on communication. Nevertheless, little is known about the effects of smileys on the receivers’ emotions as well as on the interaction between the communication partners. Against this background, the study aims to investigate the appropriateness of smileys in causing emotional contagion in CMC. That interpersonal mechanism fosters harmonic interactions and strengthens the relationship between interaction partners by sharing emotions. Design/methodology/approach Field data of 1,745 females were obtained through an online experiment applying two scenarios that only differ by the use of either a positive or a negative smiley. The appropriateness of both smileys to express positive or negative emotions was pretested in a study with 18 respondents. Findings The findings support the assumption that emotions expressed by smileys affect receivers’ emotions through the process of emotional contagion. Furthermore, the effects of the negative smiley on the emotions of the receivers are moderated by the receivers’ susceptibility to emotional contagion. Originality/value Findings contribute to current research on CMC by offering a deeper understanding of the impacts of smileys on interactions. In that way, the present study underlines the suitability of smileys to stimulate emotional contagion in a “cueless” environment.
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Straker, Karla, and Cara Wrigley. "Emotionally engaging customers in the digital age: the case study of “Burberry love”." Journal of Fashion Marketing and Management 20, no. 3 (July 11, 2016): 276–99. http://dx.doi.org/10.1108/jfmm-10-2015-0077.
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Purpose – The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach – The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels implemented by decoding the emotional intensions. Findings – Results illustrate that the ability to create engaging interactions via digital channels with customers has a significant impact on growth, revenue and brand advocacy. Findings from this study provide a new empirical support for the proposition that emotions can be utilised to guide company digital strategy for building digital channel relationships with customers. Originality/value – This is the first study to examine the relationship between digital channels, emotion and customer responses to digital engagements. The inclusion of an emerging theory model is outlined to explain the successful process of reformulating business strategy through a dynamic and creative process of intersecting emotion, strategy and digital channels.
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Kemp, Elyria A., Aberdeen Leila Borders, Nwamaka A. Anaza, and Wesley J. Johnston. "The heart in organizational buying: marketers’ understanding of emotions and decision-making of buyers." Journal of Business & Industrial Marketing 33, no. 1 (February 5, 2018): 19–28. http://dx.doi.org/10.1108/jbim-06-2017-0129.
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Purpose Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by logic, testing and facts, but also by emotions. The purpose of this paper is to investigate the role that emotions play in organizational buying behavior. Design/methodology/approach In-depth interviews were conducted with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals. Findings Emotions are prevalent at all stages in the organizational decision-making process and various discrete emotions fuel action tendencies among buyers. Efforts are made by marketers to strategically manage the emotions buyers experience. Practical implications Although organizational buyers must see the functional value of a product or brand, companies need to consider ways in which brands can connect with buyers on an emotional and personal level. Originality/value This paper contributes to the literature by offering insights into which discrete or specific emotions are most prominent in organizational buying behavior and how the manifestation of these emotions impact decision-making at each stage in the buying cycle.
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Wu, Tung-Ju, and Yenchun Jim Wu. "Innovative work behaviors, employee engagement, and surface acting." Management Decision 57, no. 11 (November 12, 2019): 3200–3216. http://dx.doi.org/10.1108/md-02-2018-0196.
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Purpose The purpose of this paper is to explore the relationship between positive and negative emotional contagion by supervisors and innovative behavior by employees in the marketing department at China Mobile, as well as investigating the mediating roles of work engagement and surface acting in this path. Design/methodology/approach The authors analyzed emotional contagion on innovative behavior and investigated the mediation effect of work engagement and surface acting, and used structural equation modeling to test the hypotheses. Subjects in this study comprised 263 dyads of supervisors and employees (131 supervisors and 263 employees) in the marketing department at China Mobile. Findings The results indicated that positive emotions by employees mediated the positive effect of supervisors’ expression of positive emotions about employees’ work engagement; work engagement mediated the positive effect of employees’ positive emotions on their innovative behavior; and employees’ negative emotions mediated and did not significantly mediate the effect of supervisors’ negative emotions on employees’ surface acting and innovative behavior, respectively. Research limitations/implications This study recommends that future studies examine emotional labor by team members and investigate the types of mechanisms (such as psychological safety and team learning) adopted by such teams to increase their members’ levels of emotional contagion. Practical implications The authors recommend that enterprises implement courses that are relevant to emotional management for supervisors to enhance their ability to regulate and manage their own emotions. The authors also suggest that organizations offer adequate job resources to employees to inspire work engagement among employees. Originality/value This study explored the role of work engagement among employees, which serves as a motivational mechanism between positive emotional labor by supervisors and innovative behavior by employees. In addition, it investigated the role of surface acting by employees, which serves as an energetic mechanism between negative emotional labor by supervisors and innovative behavior by employees.
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Pinna, Mariella, Giacomo Del Chiappa, and Marcello Atzeni. "Emotions and satisfaction at the hospital." International Journal of Pharmaceutical and Healthcare Marketing 12, no. 2 (June 4, 2018): 126–45. http://dx.doi.org/10.1108/ijphm-07-2016-0037.
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Purpose This study aims to compare public and private hospitals based on both cognitive and affective components of patients’ satisfaction. Design/methodology/approach A survey of 770 Italian patients from public and private hospitals was conducted. Then, hierarchical and non-hierarchical cluster analyses and a series of chi-squared tests were run with the aim of segmenting patients’ emotional response. Findings Respondents show different levels of satisfaction and a different emotional status based on the private or public nature of the service provider. The cluster analysis helped to identify two segments. Specifically, the cluster with the highest positive emotions is reported to have a higher level of satisfaction and a higher intention to return; this evidence is much stronger when a private service provider rather than a public one is considered. A series of chi-squared tests reveal that no significant differences exist among clusters based on socio-demographic characteristics. Research limitations/implications This study uses a convenience sample and is highly context specific, and thus the authors are unable to make generalizations. Practical implications Hospital managers should develop a customer-oriented approach, for example, by paying greater attention to patients’ emotions and experience, via conducting systematic surveys on patients’ emotions and improving the servicescape. Originality/value The main contribution of this study resides in simultaneously considering the role of cognitive and affective components on patients’ satisfaction and behavioural intention, and segmenting patients based on their emotional responses. Moreover, only few studies provide a comparison of public and private hospitals in Italy.
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Septianto, Felix, and Nitika Garg. "The impact of gratitude (vs pride) on the effectiveness of cause-related marketing." European Journal of Marketing 55, no. 6 (January 7, 2021): 1594–623. http://dx.doi.org/10.1108/ejm-11-2019-0829.
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Purpose This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Design/methodology/approach Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings. Findings Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature. Research limitations implications Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing. Practical implications The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns. Originality/value The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.
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Hamilton, Kathy, and Louise Hassan. "Self‐concept, emotions and consumer coping." European Journal of Marketing 44, no. 7/8 (July 27, 2010): 1101–20. http://dx.doi.org/10.1108/03090561011047544.
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Koenig-Lewis, Nicole, and Adrian Palmer. "The effects of anticipatory emotions on service satisfaction and behavioral intention." Journal of Services Marketing 28, no. 6 (September 2, 2014): 437–51. http://dx.doi.org/10.1108/jsm-09-2013-0244.
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Purpose – This paper aims to contribute critical discussion about the role of expectations and anticipation in subsequent satisfaction by incorporating anticipated emotions into a model to measure satisfaction. Emotions have provided a foundation for many causative models in marketing, notably advertising, brand development and buyer behavior. However, models of customer satisfaction have been dominated by cognition rather than affect which has been under-researched in this context. Furthermore, a significant omission in the current literature is the impact of affective expectations. Design/methodology/approach – A series of hypotheses relating anticipated and experienced emotions to satisfaction and behavioral intention are tested in the context of a relatively high involvement, hedonistic service encounter in a longitudinal quantitative study involving 304 participants. Findings – The results indicate that the emotions expressed by respondents when thinking about the forthcoming event were significantly associated with post-experience emotions. Furthermore, it was observed that positive emotions had no effect on satisfaction, but there was a significant effect of negative emotions on (dis)satisfaction. Practical implications – The results indicate a complex relationship between emotions, satisfaction and behavioral intention. Implications for management during the pre-consumption phase are discussed, including the benefits to be gained from pre-consumption communication that seeks to engage with consumers by arousing an anticipatory affect. Originality/value – The paper makes a methodological contribution by using longitudinal data rather than retrospectively collected data of emotions, and uses an actual service encounter rather than a hypothetical scenario which has limited many previous studies of emotions.
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Yao, Valery Y. "Investigating Consumption-Related Emotions Elicited by Selected Dairy Products Using Product Emotion Measurement." International Journal of Marketing Studies 8, no. 1 (January 29, 2016): 86. http://dx.doi.org/10.5539/ijms.v8n1p86.
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<p>This article investigates the mediating role of specific emotions attached to the consumption of milk, yoghurt, cheese, and maas (Note 1) in Gauteng Province, South Africa. To this end, 81 South African dairy consumers’ consumption experiences were assessed through the use of the Product Emotion measurement (PrEmo). Computer-aided web interviews (CAWI) were used to collect the data. The findings indicate that ultimately, dairy consumption is emotionally-driven. The findings also clearly offer strong support that the notion of consumer emotion is a much better indicator for assessing and improving consumer experience. The uncovered strong emotions elicited by the selected generic dairy products should be considered by dairy marketers as critical building blocks in creating dairy marketing messages. Measuring consumers’ consumption experience as integral part of a marketing programme is the first study of its kind in the South African dairy industry.</p>