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A cross-cultural application of the Affective Response to Consumption scale: Investigating US-American and Austrian passengers on long-haul flights

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  • Ganglmair-Wooliscroft, Alexandra
  • Wooliscroft, Ben
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    Abstract

    Satisfaction and other emotional responses are particularly sensitive to cultural influences, complicating cross-cultural investigations. In highly competitive industries, providing outstanding service encounters to consumers is important, as highly positive experiences strongly affect future behavior. This study presents the first bilingual investigation of Affective Response to Consumption (ARC). The ARC scale examines a broad range of highly unfavorable to highly favorable reactions to consumption experiences with an emphasis on differentiating higher satisfaction levels. Employing ARC, US-American (English) and Austrian (German) passengers' satisfaction levels are investigated on long-haul flights. Rasch Modeling (RM) helps when culturally influenced interpretations of terms must be taken into account, extending ARC to cross-cultural contexts. While several emotional terms included in the scale are interpreted differently by US-Americans and Austrians, sufficient common terms exist allowing a meaningful combination of English and German ARC scale versions. The results highlight the importance of understanding the scale equivalence across languages and cultures.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 6 ()
    Pages: 765-770

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:6:p:765-770

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Tourism; Cross-cultural equivalence; Emotion measurement; Rasch Modeling;

    References

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    1. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
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    8. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
    9. Michael R Mullen, 1995. "Diagnosing Measurement Equivalence in Cross-National Research," Journal of International Business Studies, Palgrave Macmillan, vol. 26(3), pages 573-596, September.
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