Table 2.
Under specific consumption situations, positive emotions do not automatically lead to positive consumption outcomes, and negative emotions may not necessarily generate negative consumption outcomes.
| Reference | Key Findings | Key variables/dimensions | Method | Industry and contextual conditions |
|---|---|---|---|---|
| Addis et al. (2018) | Brand attitude and purchase intention are outcomes of positive and negative emotions. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Emotion Brand attitude Purchase intention |
Structural Equation Modeling | In-store social event 220 customers |
| Bilgihan et al. (2016) | Positive emotions have a strong effect on casino gamblers' return patronage. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Emotions Intention to return Actual return |
Structural Equation Modeling | 3 casinos in USA 4511 surveys of gamblers |
| Chepngetich et al. (2019) | Happiness, pleasure, amazement, contentment, loneliness, excitement, and relaxation have an impact on purchase behavioral intentions. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Customer emotions Purchase behavior |
Regression analysis | Luxury hotels: 20 in Nairobi,1 in Kisumu, and 10 in Mombasa 361 clients (questionnaires) |
| Liu and Jang (2009) | Positive emotion has a positive effect on perceived value and negative emotion has a negative effect on perceived value. Positive emotion has a positive effect on behavioral intentions and negative emotion a negative effect on these. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Positive emotions Negative emotions Perceived values Behavioral intentions |
Structural Equation Modeling | Chinese restaurants in the US 348 customers |
| Ladhari et al. (2008) | Positive emotions are positively related to satisfaction levels. Negative emotions are negatively related to satisfaction levels. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Positive emotions Negative emotions Satisfaction |
338 undergraduate business students Restaurant service |
|
| Maguire and Geiger (2015) | Temporal aspect is critical for consumption emotions in service settings, as it impacts emotions during all stages of the consumption journey. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes, | Emotional experiences of the servicescape Pre Service Encounter Emotions Post Service Encounter Emotions |
Semi-inductive, exploratory research method | 13 different service encounters in Ireland 57 participants (SMS diaries and subsequent in-depth interviews) |
| Namkung and Jang (2010) | Customers' positive emotions have a positive effect on behavioral intentions and their negative emotions a negative effect on behavioral intentions. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Positive emotions Negative emotions Behavioral intentions |
Structural equation modeling | Casual dining restaurants in the USA 326 surveys |
| Olsen et al. (2005) | There is a negative relationship between ambivalence and satisfaction. Ambivalence has an independent and direct effect on loyalty. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Subjective Ambivalence Satisfaction Repurchase Loyalty |
Structural equation modeling | Seafood in Norway 1194 respondents (survey) |
| Penz and Hogg (2011) | Emotional states such as pleasure, arousal, dominance, and enjoyment have an impact on future shopping intentions. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Pleasure Arousal Dominance/control Enjoyment Ambivalence Intention to purchase |
Multiple mediated regression analyses | Offline or online shopping 335 questionnaires (responses from offline or online shopping (Austria n = 127, Greece n = 111, the UK n = 117) |
| Roster and Richins (2009) | Emotions have an impact on pre-purchase and post-purchase phases. The study ignores how positive emotions are related to negative consumption outcomes and positive emotions to negative outcomes. | Subjective ambivalence Attitude toward replacement Ability to replace Intention to replace Attitude toward retention Ability to retain Intention to retain |
Difference scores: An Extension of the Griffin Measure |
Durable goods (cars, boats, household appliances, TV, stereos, etc.) Survey 1: 404 responses Survey 2: 1 year later 131 responses |
| Russell et al. (2011) | Emotional ambivalence is negatively related to willingness to buy American brands. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Positivity Negativity Brand attitude Subjective ambivalence Objective ambivalence Willingness to buy emblematic brands |
Mixed methods | American brands and non-American brands 12 in-depth interviews across France 215 surveys from French customers |
| Spielmann (2020) | Green products are more likely to be purchased than conventional products, because they evoke positive emotions. The study ignores how positive emotions are related to negative outcomes and positive emotions to negative outcomes. | Positive emotions Purchase intention |
Experiment design | Green vs conventional products Cosmetics, coffee 4 studies in France |