TY - JOUR
T1 - Beyond valence
T2 - a meta-analysis of discrete emotions in firm-customer encounters
AU - Kranzbühler, Anne Madeleine
AU - Zerres, Alfred
AU - Kleijnen, Mirella H.P.
AU - Verlegh, Peeter W.J.
PY - 2019
Y1 - 2019
N2 - Distinguishing between consumers’ positive and negative affect is a popular approach in both marketing research and practice, but such valence-based approaches sacrifice specificity and explanatory power. As emotions of the same valence can greatly differ with regard to their underlying appraisal patterns, they also differently affect consumer judgment and behavior. Our meta-analysis of 1035 effect sizes (N = 40,777) across 10 discrete emotions shows that analyzing discrete emotions clearly outperforms models of core affect (valence and arousal) when studying firm–customer encounters. Specifically, we find that the greatest impact stems from the medium-arousal emotion of gratitude and that positive emotions show consistently stronger effect sizes than do negative emotions. We also examine how effects are moderated by situational characteristics of the experience triggering the emotion. Based on our findings, we develop recommendations that help marketers identify and manage consumers’ emotions more effectively.
AB - Distinguishing between consumers’ positive and negative affect is a popular approach in both marketing research and practice, but such valence-based approaches sacrifice specificity and explanatory power. As emotions of the same valence can greatly differ with regard to their underlying appraisal patterns, they also differently affect consumer judgment and behavior. Our meta-analysis of 1035 effect sizes (N = 40,777) across 10 discrete emotions shows that analyzing discrete emotions clearly outperforms models of core affect (valence and arousal) when studying firm–customer encounters. Specifically, we find that the greatest impact stems from the medium-arousal emotion of gratitude and that positive emotions show consistently stronger effect sizes than do negative emotions. We also examine how effects are moderated by situational characteristics of the experience triggering the emotion. Based on our findings, we develop recommendations that help marketers identify and manage consumers’ emotions more effectively.
KW - Affect
KW - Customer experience
KW - Emotions
KW - Feelings
KW - Firm–customer encounters
UR - http://www.scopus.com/inward/record.url?scp=85076763298&partnerID=8YFLogxK
U2 - 10.1007/s11747-019-00707-0
DO - 10.1007/s11747-019-00707-0
M3 - Review article
AN - SCOPUS:85076763298
SN - 0092-0703
VL - 48
SP - 478
EP - 498
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 3
ER -