The interplay between customers’ incidental and integral affects in value experience

Abstract

Current understandings of emotional value focus on integral affects that are directly related to present judgements and choices. This neglects recent research on the complexity of affect and dismisses affects triggered by situations, events, or persons encountered in daily life outside of the decision-making situation or process; that is, incidental affects. In this article, we analyse the interplay between customers’ incidental and integral affects in value experience during life transitions. Based on the qualitative data collected on real-estate services, we unveil the internal dynamics of affective value by showing the intrapersonal and interpersonal forms of interplay (spillover, ambivalence, divergence and convergence) between integral and incidental affects. This advances knowledge on the composition and dynamics of the concept of affective value and on the affective value experience in life transitions.

Service system resilience under resource scarcity: from vulnerability to balanced centricity

“…It exemplifies the approaches in this research field and brings forth the scarcity of studies that consider experienced vulnerabilities from the point of view of all actors. The challenges in understanding the interplay of actors’ emotions in value creation (Sandberg et al , 2022a), the service provider vulnerability to undesired customer behavior (Loh et al , 2022) or vulnerability to feeling burdened as a result of work overload (caused by staffing shortages for instance; Rosenbaum et al , 2022) highlight the need to expand the theoretical discussion on vulnerability and its dynamic nature to encompass the multiactor context, including service provider/employee vulnerability.…”

“…Payne et al , 2008), and who is involved in the value creation processes which can include those in various roles (business customers, patients, citizens, buyers, users, Lipkin and Heinonen, 2022). When defining value, there has been a transition from the economic perspective of value, to perspectives that emphasize value as multidimensional, including functional, emotional, temporal, spatial and social aspects of value, in addition to economic value (Grönroos, 1990; Holbrook, 1994; Gummerus, 2013; Sandberg et al , 2022a). Increasingly value is considered in terms of well-being (Anker et al , 2015; Kelleher et al , 2020; Leino, 2021).…”

“…Value has been addressed as having subjective as well as economic dimensions and emerging not just in the service provider-customer dyad (and their respective spheres) but within a network of actors (Grönroos and Voima, 2013; Gummerus, 2013). Value formation is interrelated between service provider, customer and other actors (Sandberg et al , 2022a). Thus, value can be experienced in the form of individual or collective value, often shared among multiple actors, including the service provider (Becker et al , 2023).…”

Unlocking the neural mechanisms of consumer loan evaluations: an fNIRS and ML-based consumer neuroscience study

“…As reward processing is influenced by homeostatic and psychological needs and goals, it interacts with emotional processing. Therefore, the influence of both incidental emotions and outcome anticipation on financial decision-making seems to be an essential aspect of the decision-making process ( Sander and Nummenmaa, 2021 ; Sandberg et al, 2022 ).…”