Using Affect-Expectations Theory to Explain the Direction of the Impacts of Experiential Emotions on Satisfaction

Abstract

Traditional research in consumer psychology considers valence (negative vs. positive) to be the primary dimension of an emotion. The direction of the impact an emotion has on consumer satisfaction is considered to be dictated by its valence. Drawing on the theory of affective expectations, in the case of experiential emotions, an alternative conceptualization is proposed in which this direction is seen as being conditional on emotional expectations associated with the consumption experience. When pertaining to consumers’ expectations relative to an anticipated experience, negative emotions can be the output benefit of consumption and contribute positively to satisfaction. Conversely, positive emotions that run against expectations can be a negative output and contribute negatively to satisfaction. On the basis of a qualitative study and a quantitative survey of movie consumption in theaters, it is established that positive (joy) as well as negative (sadness and fear) experiential emotions are positively associated with film expectations, whereas a positive emotion (calmness) runs against these expectations. Contrary to what traditional research predicts, not only joy but also sadness and fear demonstrate positive impacts on satisfaction whereas calmness, a positive emotion, has a negative impact.

Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers

“…These findings, combined with the fact that only positive emotions, and not negative ones, directly influence customers’ purchase intentions when using personalized services (Pappas et al., ), indicate that positive and negative emotions may occur at different stages of the persuasion process. Indeed, customers may experience different emotions based on their expectations (Aurier & Guintcheva, ); although both types of emotions should be examined together, their role may differ if a customer is at the attention or at the judgment stage, depending on what information one gets and how one processes it. Based on the previous discussion and on the fact that information processing theory was developed to account for judgment changes in response to rational cues, the findings here point toward the need to create models that will account for both rational and emotional cues.…”

“…These findings, combined with the fact that only positive emotions, and not negative ones, directly influence customers' purchase intentions when using personalized services(Pappas et al, 2014), indicate that positive and negative emotions may occur at different stages of the persuasion process. Indeed, customers may experience different emotions based on their expectations(Aurier & Guintcheva, 2014); although both types of emotions should be examined together, their role may differ if a customer is at the attention or at the judgment stage, depending on what information one gets…”

The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

“…Utilitarian benefits, which possess more tangible attributes, are cognitively processed and generate satisfaction by evoking feelings of confidence and security (Chitturi, Raghunathan, & Mahajan, 2008;Jones, Reynolds, & Arnold 2006). Conversely, hedonic and symbolic benefits possess experiential and emotional attributes and thus are linked to emotional responses that lead to satisfaction by evoking feelings of cheerfulness and excitement (Aurier & Guintcheva, 2014;Chitturi et al, 2008;Klaaren, Hodges, & Wilson, 1994).…”

“…Hedonic benefits derived from the LP, such as entertainment and joy from collecting/redeeming points or exploring new products, can create positive emotional responses, such as pleasure and arousal, which can result in satisfaction (Aurier & Guintcheva, 2014). Finally, symbolic benefits, such as preferential treatment and belonging to a "special" group of customers, can enhance feelings of status and recognition of the member's position in the hierarchical structure of the LP, which can lead to a higher affective state (Brashear-Alejandro et al, 2016).…”

The impact of the package opening process on product returns

“…The only relevant stream of literature we found is situated in the context of service failures (Aurier and Guintcheva 2014;Ladhari 2007;Oliver 1993). Service failures and product returns entail a similar decision-making process, insofar as affected consumers can apply for a refund or compensation when they are not satisfied with the offered service/product.…”