The power of emotions in online decision making: A study of seller reputation using fMRI

Xu, Qi; Gregor, Shirley; Shen, Qiang; Ma, Qingguo; Zhang, Wuke; Riaz, Amir

doi:10.1016/j.dss.2020.113247

Cited by 24 publications

(20 citation statements)

References 41 publications

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“…In fact, in online interactions facial mimicry does not seem to be crucial for emotional contagion. When interacting online, people associate positive reviews or high ratings with positive emotions, while low ratings and negative reviews are associated with negative emotions (Lindquist et al, 2016;Septianto et al, 2020;Xu et al, 2020). Therefore, emotions shared by others influence customer experience, which results in a specific behavioral response.…”

Section: Emotional Contagion In Behavioral Reactionsmentioning

confidence: 99%

“…Previous neuroscience research in emotional contagion has inferred that various brain areas are associated with emotion processing (Papez, 1937;Panksepp, 1986;Hatfield et al, 1994;Harrison et al, 2006;Shamay-Tsoory, 2009;Dixon et al, 2017). In particular, positive and negative emotions are often identified located in the prefrontal cortex (Davidson et al, 1990;Lindquist et al, 2016;Xu et al, 2020). When subject to a combination of pleasure and arousal, these emotions reflect the core affect of emotional contagion (Hatfield et al, 1994).…”

Section: Emotional Contagion In Neurological Reactionsmentioning

confidence: 99%

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Emotional Contagion: A Brief Overview and Future Directions

Herrando

Constantinides

2021

Front. Psychol.

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Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the mechanisms underlying emotional contagion can help marketers to improve their commercial approaches or develop better ones. The purpose of this study is to review and classify the various methodologies and theoretical approaches on emotional contagion, identify the best practices in this domain, and identify ways of gaging and measuring emotional contagion. The study is based on a mini literature review. We identify different mechanisms and approaches to emotional contagion described in the literature. Emotional contagion can be triggered by facial expressions, indirect human interactions, and/or by observing other people's behavior in direct and indirect interactions. Furthermore, emotional contagion can be triggered physiologically or neurologically by synchronizing with the emotional state of others during human interactions. Regarding the assessment and measurement of emotional contagion, we argue that methods based on neuroscience tools are much more accurate and effective than methods based on traditional research approaches. The study identifies guidelines for research on commercial communication through emotional contagion that can be especially interesting for academia and marketing practitioners. The findings are important for field marketers interested in developing new individualized approaches in their commercial strategies and marketing in general. In addition, the study can become the basis of research that further refines and compares the efficacy of the various techniques and tools involved.

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Section: Emotional Contagion In Behavioral Reactionsmentioning

confidence: 99%

Section: Emotional Contagion In Neurological Reactionsmentioning

confidence: 99%

Emotional Contagion: A Brief Overview and Future Directions

Herrando

Constantinides

2021

Front. Psychol.

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“…automatic) (Hess et al, 2003), it can be expected that the better the response (acting as a signal), the more positive the emotions triggered in the individual and hence the more favorable the evaluation of the brand. In that vein, a recent paper by Xu et al (2020) posits that in the presence of signals, emotions play a role along with cognitive processes when consumers make decisions. Additionally, the connection between emotions and consumer responses has been demonstrated in past research (Kautish et al, 2020;L opez-L opez et al, 2014).…”

Section: The Mediating Role Of Service Failure Response Attributions and Emotionsmentioning

confidence: 99%

“…Company response style and complaint source act as signals for the silent observers, who internalize them when forming their responses. Consequently, this paper adds to the extensive body of research that relies on signaling theory to understand consumer behavior (L opez-L opez and Parra, 2016;Spence, 1973;Xu et al, 2020).…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Why should you respond to customer complaints on a personal level? The silent observer's perspective

López‐López

Palazón

Sánchez-Martínez

2021

JRIM

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PurposeThis paper analyzes the effect of company response style and complaint source on silent observers' reactions to a service failure episode vented on Twitter.Design/methodology/approachIn a 2 × 2 experimental design, company response style (personalized vs automatic) and complaint source (ordinary Twitter user vs influencer) were manipulated to test the hypotheses.FindingsComplaint source moderates the effect of company response style on brand image, purchase intention and electronic word-of-mouth (eWOM). Thus, the authors found that a personalized response to a complaint, compared to an automatic response, leads to a more favorable brand image as well as purchase intention and eWOM intention when the complainant is an ordinary Twitter user. However, the automatic response, compared to the personalized one, is better perceived when the complainant is an influencer. The authors also found that service failure response attribution and the emotions elicited during the firm–complainant interaction mediate the previous effects.Research limitations/implicationsThis paper deals with the company's initial reaction after a complaint is posted on Twitter; however, the complaint-handling process is longer, and both the customer and silent observers await a resolution. Future research could tackle subsequent stages of the process and different recovery strategies.Practical implicationsThe study offers meaningful insights regarding complaint handling on Twitter and how the effectiveness of the company response style depends on the complaint source. Marketers should offer adapted personalized responses to prompt positive behavioral intentions for ordinary Twitter users, who represent prospective consumers. However, a personalized response given to an influencer may be perceived more negatively, as silent observers may interpret that the company offers such a response just because the complaint comes from a well-known person who can reach many users and not because of an honest interest in serving consumers.Originality/valueThis research focuses on the underresearched area of the impact of online complaints on silent observers, a large group of prospective consumers quietly exposed to complaints aired on Twitter. The underlying mechanisms are also identified.

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“…The study depicted that the pleasure as the component of emotional psychology plays a vital part in explaining the behaviour of mall customer. By following the same sequence in the domain of online purchase behaviour of customer through web-based as well as the customer-based services along with the mediation of emotional psychology as well as the moderation of gender are discussed in historical evidence in different regions of the world with cross-sectional as well as the quantitative and qualitative studies like (Annamalai et al, 2019;Cinar, 2020;Guo et al, 2020;Hashmi et al, 2019;Kamran & Siddiqui, 2019;Luo et al, 2018;Xu et al, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

How Emotional Psychology Helps to Mediate Service Quality and the Online Buying Behaviour of Garments and Clothing Products in Indonesia?

Iqbal

Sunarti

Valentino

et al. 2021

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This research study tried to examine the Indonesian customer’s online buying experience by considering the service quality of Indonesia's online garments and clothing industry along-with the mediating effect of customer’s emotional psychology as well as the moderating role demographic features of customer like age and marital status. The population includes all garments and clothing brands giving online purchase service to their customer. We randomly shared an online self-administrative questionnaire to 600 Indonesian customers who had purchased garments and clothing through different online platforms over the last 3 months and then only got 523 valid responses. We applied Structural Equation Modeling (SEM) method and estimated using SPSS and Smart-PLS. Our results revealed that the customer online buying is strongly augmented by web-based as well as customer-based characteristics of service quality of online garments and clothing stores. The demographic factors like age and marital status did not significant at all but influenced the customer’s online buying decision. All demographic effect reports weak support for enhancing online buying by customers. The mediation effect of emotional psychology in the form of positive and negative psychology enhancing the online buying decision of customers in Indonesia. The management and policymakers of garments and clothing stores offering online services are advised to consider the web-based and customer-based factors coupled with customer’s emotional psychology to improve the buying experience of online customers. The demographic factors like gender, age, and income level of customers did not matter for policymaking.

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The power of emotions in online decision making: A study of seller reputation using fMRI

Cited by 24 publications

References 41 publications

Emotional Contagion: A Brief Overview and Future Directions

Emotional Contagion: A Brief Overview and Future Directions

Why should you respond to customer complaints on a personal level? The silent observer's perspective

How Emotional Psychology Helps to Mediate Service Quality and the Online Buying Behaviour of Garments and Clothing Products in Indonesia?

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