Unraveling consumer suspense: The role of hope, fear, and probability fluctuations
AbstractThis empirical research focuses on suspense, which is proposed to be a formative construct comprised of the emotions of hope and fear. Two measurement studies that focus on developing a scale for suspense, as well as scales for its two emotional components of hope and fear, are first presented. Next, using a 2 (approach appraisal)×2 (avoidance appraisal)×2 (probability fluctuation) experiment, we first show that hope and fear are valid indicators of suspense. We also determine that hope is influenced by an approach appraisal of a potential event, whereas fear is influenced by an avoidance appraisal of a potential event. Further, we demonstrate that probability fluctuation positively affects outcome uncertainty, which in turn, positively affects the anticipatory emotions of hope and fear.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 3 ()
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Suspense; Hope; Fear; Emotion; Anticipatory emotions; Cognitive appraisals; Affect; Probability; Uncertainty; Probability fluctuation;
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