... and post-purchase regret, and uses surprise as a moderator to alleviate negative emotions of consumers with a high tendency toward perfectionism. Design/methodology/approach Primary data were collected through an online survey. In total, 918 eligible responses were received. This study applied SPSS...

...Michela Addis; Giulia Miniero; Isabella Soscia Purpose This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event. Design/methodology/approach...