Table 7.

Existing assumptions and new propositions.

Existing assumptions	New propositions	References
Positive and negative consumption emotions are separate.	Proposition 1: Positive and negative emotions can coexist during a CX.	Namkung and Jang (2010); Olsen et al. (2005); Penz, and Hogg (2011); Otnes et al. (1997); Pang et al. (2017); Ruth et al. (2002); Maguire and Geiger (2015); Schmalz and Orth (2012); Roster, and Richens (2009); Ramanathan and Williams (2007)
Positive emotions lead to positive consumption outcomes and negative emotions to negative outcomes.	Proposition 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.	Penz, and Hogg (2011); Otnes et al. (1997); Chepngetich et al. (2019); Bilgihan et al. (2016); Maguire and Geiger (2015); Quoidbach et al. (2015); Roster and Richins (2009); Gaur et al. (2014)
Positive or negative emotions toward a company's employees automatically transfer to the company and vice versa.	Proposition 3: Under specific consumption situations, customers' positive or negative emotions, triggered by experiences with a company employee, will not necessarily lead to perceive the company positively or negatively.	Bansal et al. (2001); Jones and Suh (2000); Mende and Bolton (2011); Jayawardhena et al. (2007); Mende and Bolton (2011)
Customers are passive victims of their emotions and cannot regulate their emotional experience.	Proposition 4: Customers can regulate their emotional experiences	Balaji et al. (2017); Han and Ryu (2012); Matilla et al. (2014); Perugini and Bagozzi (2001)
Customers' emotions are intrapersonal.	Proposition 5: Emotions are not purely intrapersonal, since social interactions can influence an emotional experience	Goldenberg et al. (2020); Heinonen et al. (2018); Huang and Hsu (2010); Jung et al. (2017); Miao et al. (2011); Rosenbaum and Massiah (2007); Tombs and McColl-Kennedy (2013)