...Suchi Aeron; Zillur Rahman Purpose This paper aims to examine how sadness-induced hedonic choice patterns can be attenuated through a micro-restorative wilderness experience, countering helplessness. Design/methodology/approach Drawing upon theories of emotion appraisal and environmental...

...Felix Septianto; Saira Khan; Yuri Seo; Linsong Shi Purpose This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Design/methodology/approach Drawing upon the consumption...

.../methodology/approach Four experiments and one survey study test hypotheses regarding how O-regret and S-regret influence NWOM through mediating mechanism of anger and sadness and how the impact of regret on NWOM is moderated by boundary conditions. Findings The results show that consumers who experience...