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The roles of affective states (moods and/or emotions) and their attribution in evaluations of service are examined in an empirical setting involving evaluations of an informational software program. Using Schwarz and Clore's (1983) feelings‐as‐information paradigm, propositions were formulated regarding the interaction of affect and locus of attribution for that affect on service evaluations. In an empirical test, it was found that affect and locus of attribution interacted in affecting overall evaluations of service, but not specific attribute evaluations. While there were affect congruency biases for all evaluations of service, affect congruency biases for overall evaluations were more pronounced when the affective state was attributed to the service provider, as opposed to an external source. The results suggest a need for a more comprehensive theory of affect's impact upon evaluations, incorporating theory from both the feelings‐as‐information and the accessibility (Clark & Isen, 1982) paradigms. The results also point to the important role played by consumers' affective states in service evaluations. Résumé Le rôle des états affectifs (humeur et/ou émotions) et leur imputation aux évaluations de service sont examinés dans un contexte empirique impliquant des évaluations d'un progiciel informationnel. A l'aide du paradigme des sentiments‐en‐tant‐qu'informations de Schwartz et Clore (1983), des propositions ont été soumises concemant l'interaction de l'affect et du lieu d'imputation de cet affect sur les évaluations de service. Dans une épreuve empirique, on a trouvé que l'affect et le lieu d'imputation agissaient ensemble pour produire un impact sur les évaluations globales de service, mais pas sur les évaluations particulières d'attributs. Même s'il y avaient des préjugés concernant la congruence des états affectifs dans le cas de toutes les évaluations de service, ces préjugés étaient plus prononcés dans les évaluations globales lorsque l'état affectif était imputé au foumisseur du service par opposition à une source exteme. Les résultats semblent indiquer le besoin d'une théorie plus exhaustive de l'impact de l'état affectif sur les évaluations, incorporant des éléments théoriques du paradigme des sentiments‐entant‐qu'informations et de celui de l'accessibilité (Clark & Isen, 1982). De plus les résultats soulignent le rôle important joué par l'état affectif du consommateur dans les évaluations de service.
Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de L'Administration – Wiley
Published: Sep 1, 1996
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