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Keywords: Anticipated emotion
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–15.
Published: 09 June 2026
... during the in-service stage. Specifically, the study elucidates how imagination evokes anticipatory and anticipated emotions and how these cognitive and affective preexperiences drive cocreated value ( CCV ) for customers and co-innovation behavior ( CIB ) that benefits the firm. Design/methodology...
Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2020) 34 (7): 1013–1024.
Published: 01 June 2020
...Anjala S. Krishen; Orie Berezan; Shaurya Agarwal; Brian Robison Purpose This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend. Design/methodology/approach The study consists...
