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Using Affect-Expectations Theory to Explain the Direction of the Impacts of Experiential Emotions on Satisfaction

Author

Listed:
  • Philippe Aurier

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Guergana Guintcheva

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

Abstract

Traditional research in consumer psychology considers valence (negative vs. positive) to be the primary dimension of an emotion. The direction of the impact an emotion has on consumer satisfaction is considered to be dictated by its valence. Drawing on the theory of affective expectations, in the case of experiential emotions, an alternative conceptualization is proposed in which this direction is seen as being conditional on emotional expectations associated with the consumption experience. When pertaining to consumers\textquoteright expectations relative to an anticipated experience, negative emotions can be the output benefit of consumption and contribute positively to satisfaction. Conversely, positive emotions that run against expectations can be a negative output and contribute negatively to satisfaction. On the basis of a qualitative study and a quantitative survey of movie consumption in theaters, it is established that positive (joy) as well as negative (sadness and fear) experiential emotions are positively associated with film expectations, whereas a positive emotion (calmness) runs against these expectations. Contrary to what traditional research predicts, not only joy but also sadness and fear demonstrate positive impacts on satisfaction whereas calmness, a positive emotion, has a negative impact.

Suggested Citation

  • Philippe Aurier & Guergana Guintcheva, 2014. "Using Affect-Expectations Theory to Explain the Direction of the Impacts of Experiential Emotions on Satisfaction," Post-Print hal-02012288, HAL.
  • Handle: RePEc:hal:journl:hal-02012288
    DOI: 10.1002/mar.20742
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    Cited by:

    1. Betül Çal, 2015. "Reconciliation of Expectancy-Valence and Expectation-Disconfirmation Paradigms in Investment Decisions: Case of Turkish Equity Investors," International Journal of Business and Social Research, LAR Center Press, vol. 5(1), pages 15-32, January.
    2. María Dolores Sánchez-Fernández & Daniel Álvarez-Bassi & José Ramón-Cardona, 2020. "Management of Tourist Destinations: The Expectations of Guests on eWOM Generation in Maldonado (Uruguay)," Sustainability, MDPI, vol. 12(17), pages 1-18, August.
    3. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.
    4. Luo, Margaret Meiling & Chea, Sopeha, 2018. "Cognitive appraisal of incident handling, affects, and post-adoption behaviors: A test of affective events theory," International Journal of Information Management, Elsevier, vol. 40(C), pages 120-131.

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