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Unraveling consumer suspense: The role of hope, fear, and probability fluctuations

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  • Moulard, Julie Guidry
  • Kroff, Michael W.
  • Folse, Judith Anne Garretson

Abstract

This 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.

Suggested Citation

  • Moulard, Julie Guidry & Kroff, Michael W. & Folse, Judith Anne Garretson, 2012. "Unraveling consumer suspense: The role of hope, fear, and probability fluctuations," Journal of Business Research, Elsevier, vol. 65(3), pages 340-346.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:340-346
    DOI: 10.1016/j.jbusres.2011.04.011
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    References listed on IDEAS

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    Cited by:

    1. Xin, Benlu & Zhu, Chengfeng & Septianto, Felix, 2022. "The effects of mixed emotional appeals in leveraging paradox brands," Journal of Business Research, Elsevier, vol. 153(C), pages 266-275.
    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. Lastner, Matthew M. & Folse, Judith Anne Garretson & Mangus, Stephanie M. & Fennell, Patrick, 2016. "The road to recovery: Overcoming service failures through positive emotions," Journal of Business Research, Elsevier, vol. 69(10), pages 4278-4286.
    4. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    5. Mark B. Houston & Ann-Kristin Kupfer & Thorsten Hennig-Thurau & Martin Spann, 2018. "Pre-release consumer buzz," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 338-360, March.

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