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Review of emotions research in marketing, 2002–2013

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  • Gaur, Sanjaya S.
  • Herjanto, Halimin
  • Makkar, Marian

Abstract

Study of emotions has been an important area of research for past several decades. Since emotions play an important role in purchase decisions, this area has particular importance for marketing scholars. In this study, we review the emotions research conducted within the marketing field between 2002 and 2013. Within the broad domain of emotions, this study focuses on social/personality issues, cognitive factors, the development of emotions and their interactions with other consumption factors. We found a total of 340 emotion-related articles, published in 19 marketing journals. There was a gradual increase in number of articles published every year with the trend peaking in 2009, 2010, and 2011. The review of extant literature offers interesting insights into emotion-related research, and helps in identifying clear directions for future studies.

Suggested Citation

  • Gaur, Sanjaya S. & Herjanto, Halimin & Makkar, Marian, 2014. "Review of emotions research in marketing, 2002–2013," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 917-923.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:917-923
    DOI: 10.1016/j.jretconser.2014.08.009
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    References listed on IDEAS

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    1. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
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    1. Ladhari, Riadh & Souiden, Nizar & Dufour, Béatrice, 2017. "The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 10-18.
    2. Quach, Sara & Septianto, Felix & Thaichon, Park & Chiew, Tung Moi, 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    5. Brüggen, Elisabeth C. & Hogreve, Jens & Holmlund, Maria & Kabadayi, Sertan & Löfgren, Martin, 2017. "Financial well-being: A conceptualization and research agenda," Journal of Business Research, Elsevier, vol. 79(C), pages 228-237.
    6. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Lajante, Mathieu & Ladhari, Riadh, 2019. "The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 305-313.
    8. Martina Vecchi & Linlin Fan & Sarah Myruski & Wei Yang & Kathleen L. Keller & Rodolfo M. Nayga, 2024. "Online food advertisements and the role of emotions in adolescents’ food choices," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(1), pages 45-76, March.
    9. Mookherjee, Satadruta & Lee, Jennifer J. & Sung, Billy, 2021. "Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment," Journal of Business Research, Elsevier, vol. 132(C), pages 429-440.
    10. Sanjaya Singh Gaur & Ila Mehrotra Anand, 2020. "Role of individuals’ virtues in relationship between emotional responses to government’s actions and their consequences," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 24(2), pages 327-364, June.
    11. Manthiou, Aikaterini & Hickman, Ellie & Klaus, Phil, 2020. "Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Septianto, Felix & Chiew, Tung Moi, 2018. "The effects of different, discrete positive emotions on electronic word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 1-10.
    13. Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    14. Guthrie, Cameron & Fosso-Wamba, Samuel & Arnaud, Jean Brice, 2021. "Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Dibb, Sally & Merendino, Alessandro & Aslam, Hussan & Appleyard, Lindsey & Brambley, William, 2021. "Whose rationality? Muddling through the messy emotional reality of financial decision-making," Journal of Business Research, Elsevier, vol. 131(C), pages 826-838.
    16. Biercewicz Konrad & Włodarczyk Katarzyna & Wiścicka-Fernando Małgorzata, 2024. "Studying Consumer Emotions and Purchase Preferences in a Virtual Reality Environment: A Bibliometric Analysis," Marketing of Scientific and Research Organizations, Sciendo, vol. 52(2), pages 105-128.

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