Negative emotions in marketing research: affect or artifact?

Article Abstract:

The concept embodied in the bipolar theory of emotions may not always hold true in retail settings since factors that lead to positive and negative affects are distinct. Such a difference does not always support the assumption that a negative emotional impact precedes a positive one and vice versa, as implied in the bipolar theory. It was also suggested that certain emotional responses may not be efficiently interpreted by multi-behavioral models.

Marketing Management, Marketing, Affect (Psychology)

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The nature of satisfaction: an updated examination and analysis

Article Abstract:

Consumer satisfaction, as well as dissatisfaction, showed high degree of correlation with regards to future patronage intentions and attitude toward the service provider. Consumers' mood, meanwhile, illicited a low but substantial degree of correlation with consumers' satisfaction and dissatisfaction. The correlation between satisfaction and dissatisfaction showed resistance to manipulation of common methods variance.

Customer satisfaction

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Good and bad shopping vibes: Spending and patronage satisfaction

Article Abstract:

A study on the correlation between consumer's emotions and buying behavior is presented. Results show that consumers' in-store mood influence spending but it has a greater impact on customer satisfaction. Further analysis show that negative shopping moods can affect patronage satisfaction greater than positive moods. The findings can be useful for retailers in developing customer loyalty.

Retail Trade, Retail industry, Public relations

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