... on the emotional value of the gift and two valenced emotions – happiness and disappointment. The authors also investigated how surprise, happiness, disappointment and emotional value influence recipient’s well-being, from the sender’s and the recipient’s perspectives. Findings Sender’s surprise positively...

... in the brand-building process. It highlights the significance of consumer emotions, digital engagement and trust in shaping an effective sonic branding strategy. It also examines how consumer brand attachment orientations and brand agnosticism interact with consumer responses to sonic branding. Design...

... among Instagram users were observed, with “active searchers” preferring informational content, while “browsers” favored entertaining content. Entertaining content elicited positive emotions; in contrast, self-portraying content raised anxiety levels. High-arousal positive emotions were linked...

... traction in brand strategies. However, little is known about how individuals experience the co-creation effects in consumption. The purpose of this study is to analyse the impact of consumer co-creation experiences on predicting hedonic adaptation. Also, it aims to provide insights into the emotional...

...Kriti Krishna; Bharadhwaj Sivakumaran; Satish S. Maheswarappa; Ankur Jha Purpose This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers...

...Pascal Bruno; Valentyna Melnyk; Kyle B. Murray Purpose The literature to-date has focused on dimensions of emotions based on emotions’ affective state (captured by valence, arousal and dominance, PAD). However, it has ignored that emotional reactions also depend on emotions...

...Aruni Ghosh; Madhurima Deb Purpose This study aims to propose a novel way to explore the narrative structure of advertisements, a nascent area of research, through the protagonist’s emotional arc progression. Design/methodology/approach The multi-methods approach is used. In Study 1...

...Elyria Kemp; Elten Briggs; Nwamaka A. Anaza Purpose Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions...

... on how trust, privacy, emotions and experience combine to increase or mitigate intention to purchase towards the development of new emotion-centric theories and the design and provision of personalized services and presenting a step-by-step methodological approach for how to apply fsQCA in e-commerce...

...Meng-Hsien (Jenny) Lin; Samantha N.N. Cross; Terry L. Childers Purpose The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience methods, while considering individual...

... of service failures on consumer arousal and emotions. Design/methodology/approach The authors present three behavioral experiments that manipulate service failure and linguistic elements of OCRs by using galvanic skin response, survey measures and automated facial expression analysis. Findings...

... to test the Model of Goal Behavior in a breastfeeding context. Structural equation modeling and multi-group analysis of novice (first-time mothers) and experienced mothers is used to test the hypotheses. Findings The findings demonstrate emotion and experience matter when understanding a complex...

...Atefeh Yazdanparast; Nancy Spears Purpose This study aims to investigate how comparing physical aspects of the self to fashion models in mass-mediated images result in body dissatisfaction and what mechanisms could be used to interrupt the potentially harmful emotional and motivational outcomes...

...M.S. Balaji; Sanjit Kumar Roy; Ali Quazi Purpose The purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation impacts customer satisfaction and behavioural responses (e.g...

...Teresa Pereira Heath; Caroline Tynan; Christine Ennew Purpose – The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the motivations to the emotions that follow. Design/methodology...