Toward an Understanding of Consumer Ambivalence

Otnes, Cele C.; Lowrey, Tina M.; Shrum, L. J.

doi:10.1086/209495

Cited by 254 publications

(233 citation statements)

References 14 publications

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“…Given the lack of empirical research assessing consumer emotions in the context of fitness centers, this study extends previous literature by contributing to the understanding of the effects of consumers' emotions during service delivery on their post-purchase reactions. The results of the factorial structure obtained for the measurement model are consistent with previous studies indicating that consumption episodes can trigger both positive and negative emotions among consumers (Otnes et al, 1997;White, 2010;Zeelenberg & Pieters, 2004). Complementarily, positive and negative emotions showed different roles on post-purchase reactions highlight the idea that service-related emotions can either damage or enhance the consumer's evaluation of the service provided by sport organizations (Biscaia et al, 2012;Collishaw et al, 2008;Javadein et al, 2008).…”

Section: Resultssupporting

confidence: 88%

“…That is, emotions were summed up in one single currency according to its positive or negative valence. Although this is a parsimonious approach, previous studies refer that a great amount of positive and negative emotions can be experienced during a consumption episode (Lerner & Keltner, 2000;Otnes et al, 1997). Thus, future research could build on this model and focus on the contribution of each specific emotion from each valence on consumer satisfaction.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

“…In line with this idea, Edvardsson (2005), and Otnes, Lowrey and Shrum (1997) mention that several positive and negative emotions can be experienced by the conpositivas en los consumidores y contribuir para un aumento de los niveles de satisfacción global. Por último, también se sugieren orientaciones para líneas de investigación futuras.…”

Section: Introductionunclassified

See 2 more Smart Citations

The role of emotions on consumers' satisfaction within the fitness context

Pedragosa

Biscaia

Correia

2015

Motriz: rev. educ. fis.

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Abstract-Previous studies have suggested that consumption-related emotions are important to understand post-purchase reactions. This study examines the relationship between fitness consumers' emotions and overall satisfaction. After an initial step of free-thought listing and content validity, followed by a pre-test, a survey was conducted among consumers of five different fitness centers (n=786). The questionnaire included measures to assess positive and negative emotions, as well as overall satisfaction with the fitness center. The results gathered through a structural equation model provide evidence that negative emotion experienced by consumers impacts negatively overall satisfaction, while positive emotion have a positive effect on overall satisfaction. These findings suggest managerial implications, such as the need to collect consumers' perceptions of both tangible and intangible aspects of the services, listen costumers' opinions in a regular basis, and provide regular training to staff members, in order to identify the triggers of positive emotions and contribute to increased levels of overall satisfaction. Guidelines for future research within the fitness context are also suggested. Keywords: emotions, satisfaction, fitness consumers, fitness centersResumo-"O papel das emoções na satisfação dos consumidores no contexto do fitness." Estudos precedentes sugerem que as emoções relacionadas com o consumo são importantes para compreender as reações dos consumidores após a compra. Este estudo analisa a relação entre as emoções dos consumidores de fitness e satisfação global. Depois de uma etapa inicial de listagem de pensamento-livre e validade de conteúdo, seguido de um pré-teste, foi realizada uma pesquisa entre os consumidores de cinco centros de fitness diferentes (n = 786). O questionário incluiu medidas para avaliar as emoções positivas e negativas, bem como a satisfação global com o centro de fitness. Os resultados obtidos através de um modelo de equações estruturais forneceram evidências de que as emoções negativas vivenciadas pelos consumidores impactam negativamente a satisfação global, enquanto as emoções positivas têm um efeito positivo sobre a satisfação global. Estes resultados sugerem implicações para os gestores, tais como a necessidade de recolher informação sobre a perceção dos consumidores dos aspetos tangíveis e intangíveis dos serviços, ouvir regularmente as opiniões dos consumidores e facultar formação regular aos colaboradores. Isto permitirá identificar os aspetos que desencadeiam emoções positivas e contribuir para o aumento dos níveis de satisfação global. Orientações para futuras pesquisas no contexto de fitness também são sugeridas. Palavras-chave: emoções, satisfação, consumidores de fitness, centros de fitnessResumen-"El papel de las emociones en la satisfacción de los consumidores en el contexto de fitness." Investigaciones precedentes sugieren que las emociones racionadas con el consumo son importantes para comprender las reacciones de los consumidores después de la compra de ...

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Section: Resultssupporting

confidence: 88%

Section: Limitations and Future Researchmentioning

confidence: 99%

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The role of emotions on consumers' satisfaction within the fitness context

Pedragosa

Biscaia

Correia

2015

Motriz: rev. educ. fis.

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“…In turn, the specific emotion approach focuses on idiosyncratic elements of each emotion (Lerner & Keltner, 2000), with each specific emotion representing a response to the appraisal of specific situations that may impact consumer satisfaction and future behaviours (Zeelenberg & Pieters, 2004). Otnes, Lowrey, and Shrum (1997) suggest that many positive and negative emotions are experienced during a consumption episode. However, different emotions may impact spectators' evaluation of the football games in different ways.…”

Section: European Sport Management Quarterly 229mentioning

confidence: 99%

The effects of emotions on football spectators' satisfaction and behavioural intentions

Biscaia

Correia

Rosado

et al. 2012

European Sport Management Quarterly

143

151

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“…Consumer's ambivalent attitude refers to the positive (negative) and negative (negative) attitudes or emotions that people present at the same time on target goods or services (LAU-GESK, 2005), often due to the interaction of consumer's intrinsic psychological factors and external multi-factor , will directly or indirectly affect the attitude and behavior of consumer (Otens, Lowrey, & Shrum, 1997). The study of ambivalent attitude of consumers and the study of ambivalent attitude in the field of social informatics are different.…”

Section: Ambivalent Attitudementioning

confidence: 99%

The Impact of Online Additional Comments on Consumers’ Information Adoption

Zhou¹,

Li²

2017

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Online additional reviews, as an effective complement to network commentary system, provide an important reference during the process of consumers' purchase and businesses' operation decision-making. In this paper, we explored the impact of additional comments on consumers' information adoption in different comment combinations. At the same time, we also analyzed the moderating role of consumers' ambivalent attitude. The results show that, when initial comment is positive, compared with the consistent comments (positive initial comments and positive additional comments), consumers have a higher degree of adoption of inconsistent comments (positive initial comments and negative additional comments). On the contrary, when initial comment is negative, consistent comments (negative initial comments and negative additional comments) are more easily adopted by the consumer. Compared with the low ambivalent attitude consumers, customers with high ambivalent attitude tend to adopt negative comments.

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Toward an Understanding of Consumer Ambivalence

Cited by 254 publications

References 14 publications

The role of emotions on consumers' satisfaction within the fitness context

The role of emotions on consumers' satisfaction within the fitness context

The effects of emotions on football spectators' satisfaction and behavioural intentions

The Impact of Online Additional Comments on Consumers’ Information Adoption

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