Emotions in consumer behavior: a hierarchical approach

Emotions in consumer behavior: a hierarchical approach A growing body of consumer research studies emotions evoked by marketing stimuli, products and brands. Yet, there has been a wide divergence in the content and structure of emotions used in these studies. In this paper, we will show that the seemingly diverging research streams can be integrated in a hierarchical consumer emotions model. The superordinate level consists of the frequently encountered general dimensions positive and negative affect. The subordinate level consists of specific emotions, based on Richins' (Richins, Marsha L. Measuring Emotions in the Consumption Experience. J. Consum. Res. 24 (2) (1997) 127–146) Consumption Emotion Set (CES), and as an intermediate level, we propose four negative and four positive basic emotions. We successfully conducted a preliminary test of this second-order model, and compare the superordinate and basic level emotion means for different types of food. The results suggest that basic emotions provide more information about the feelings of the consumer over and above positive and negative affect. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Research Elsevier

Emotions in consumer behavior: a hierarchical approach

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Publisher
Elsevier
Copyright
Copyright © 2004 Elsevier Inc.
ISSN
0148-2963
eISSN
1873-7978
DOI
10.1016/j.jbusres.2003.09.013
Publisher site
See Article on Publisher Site

Abstract

A growing body of consumer research studies emotions evoked by marketing stimuli, products and brands. Yet, there has been a wide divergence in the content and structure of emotions used in these studies. In this paper, we will show that the seemingly diverging research streams can be integrated in a hierarchical consumer emotions model. The superordinate level consists of the frequently encountered general dimensions positive and negative affect. The subordinate level consists of specific emotions, based on Richins' (Richins, Marsha L. Measuring Emotions in the Consumption Experience. J. Consum. Res. 24 (2) (1997) 127–146) Consumption Emotion Set (CES), and as an intermediate level, we propose four negative and four positive basic emotions. We successfully conducted a preliminary test of this second-order model, and compare the superordinate and basic level emotion means for different types of food. The results suggest that basic emotions provide more information about the feelings of the consumer over and above positive and negative affect.

Journal

Journal of Business ResearchElsevier

Published: Oct 1, 2005

References

  • Angry customers don't come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services
    Bougie, Roger; Pieters, Rik; Zeelenberg, Marcel
  • Assessing the validity of emotional typologies
    Havlena, William J.; Holbrook, Morris B.; Lehmann, Donald R.
  • A study of the relationships between cognitive appraisals and consumption emotions
    Nyer, Prashanth U.
  • Linking thoughts to feelings: investigating cognitive appraisals and consumption emotions in a mixed-emotions context
    Ruth, Julie A.; Brunel, Frederic F.; Otnes, Cele C.
  • The effects of customers' emotional responses to service failures on their recovery effort evaluations and satisfaction judgments
    Smith, Amy K.; Bolton, Ruth N.
  • The experience of regret and disappointment
    Zeelenberg, Marcel; Van Dijk, Wilco W.; Manstead, Antony S.R.; Van der Pligt, Joop

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