... regression models with interaction terms to examine how emotional valence and arousal moderate attribute effects across hedonic and utilitarian products. Findings The results reveal pronounced asymmetries in e-commerce contexts. For hedonic products, all five attributes positively influence repeat...

... others (50 versus 70 per cent). Discounts mattered more for hedonic products (pleasure-evoking) than those that evoked displeasure; however, price trumped all factors such that discounts mattered most when price of product is high. Research limitations/implications – Limitations include age range...