Table 4.

“Customers can regulate their emotional experiences”.

Reference	Key Findings	Key variables/dimensions	Research tool		Industry and contextual conditions
Audrezet et al. (2016)	These findings do not include emotional regulation, but do highlight that emotions play a large role in determining intentions and behaviors in complex social behaviors (such as breast feeding). Positive anticipated emotions have a stronger influence on novice vs. experienced mothers' intentions and desires.	Satisfaction, negative, and positive emotions, perceived quality	Interviews & Structural Equation Modeling		Services - banking customers USA
Balaji et al. (2017)	This paper only focuses on customer satisfaction and injustice, not on the regulation of their emotional experience. It does, however, find support for customers' emotion regulation through suppression and reappraisal, which influence satisfaction's effects on both negative word-of-mouth and repurchase intentions. Positive and negative emotions mediate the relationship between perceived injustice and customer satisfaction.	Emotion regulation, negative/positive emotion, customer satisfaction	Structural Equation Modeling		Services - service failure (hospitality) in Malaysia
Bui and Kemp (2013).	Greater complexity leads to a greater emotional state, which in turn leads to a higher purchase intention. This study ignores the ways customers can regulate their emotional experiences.	Emotion regulation, hedonic value, emotional response,	Structural Equation Modeling		Retail - UG students, USA - digital music shoppers
Caruelle et al. (2019).	Proposes a model for goal-directed behavior (MGB), introducing negative and positive anticipated emotions as drivers of desire, intention, and BI. This study only focusses on goal-orientated behavior and not on the regulation of emotional experiences.	Customer emotions measurements - EDA	Conceptual		Literature review - conceptual
Mattila et al. (2014)	This study does not measure emotion regulation, but does link emotion with behavioral intentions. It also supports the double deviation effect regarding customers witnessing unfair treatment experiencing negative emotions and therefore giving lower fairness ratings and indicating lower likelihood of returning.	Perception of fairness, positive and negative BI, service recovery	Experimental design		Services - USA, regular restaurant visitors
Meng and Choi (2016)	This study extends the MGB model (Perugini and Bagazzi, 2001), finding that, in the tourism sector, positive and negative anticipated emotion and past behavior have a positive influence on desire. This study does not measure emotion regulation, but does posit that perceived behavior control, negative anticipated emotion, and subjective norms are the more important determinants of desire.	Goal-directed behavior and negative/positive anticipated emotion	Structural Equation Modeling		Tourism - South Korean tourists in a slow tourist destination
Namkung and Jang (2010)	This study only focuses on perceived fairness in a service setting (restaurant) that negate negative emotions. Price fairness is a significant predictor of both positive and negative emotions and future BI. This research does not examine emotion regulation.	Fairness, negative and positive emotions, and BI	Structural Equation Modeling		Services - Restaurant visitors in USA
Parkinson et al. (2018)	This research highlights the importance of emotions and experience in complex social behaviors such as breast feeding. It does not, however, measure emotion regulation. Positive anticipated emotions have a stronger influence on novice vs. experienced mothers' intentions and desires.	Positive and negative anticipated emotions, desires/intentions/behavior.	Structural Equation Modeling		Healthcare - USA vs AUS women that have breastfed
Perugini and Bagozzi (2001)	Proposes a model of goal-directed behavior (MGB), introducing negative and positive anticipated emotions as drivers of desire, intention, and BI. This study does not examine emotion regulation and experience.	Goal-orientated behavior, positive and negative emotion.	Structural Equation Modeling		Healthcare/education - Study 1 wt, study 2 studying/Italy longitudinal study.
Quoidbach et al. (2015)	Emotion regulation strategies can be used before, during, and after positive emotional events. This study lacks empirical data and does not examine the customer's emotional experience.	Situation selection Situation modification Attentional deployment Cognitive change Response modulation	Conceptual	Conceptual	Conceptual