IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v48y2020i3d10.1007_s11747-019-00707-0.html
   My bibliography  Save this article

Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters

Author

Listed:
  • Anne-Madeleine Kranzbühler

    (Delft University of Technology)

  • Alfred Zerres

    (University of Amsterdam)

  • Mirella H. P. Kleijnen

    (Vrije Universiteit Amsterdam)

  • Peeter W. J. Verlegh

    (Vrije Universiteit Amsterdam)

Abstract

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.

Suggested Citation

  • Anne-Madeleine Kranzbühler & Alfred Zerres & Mirella H. P. Kleijnen & Peeter W. J. Verlegh, 2020. "Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 478-498, May.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:3:d:10.1007_s11747-019-00707-0
    DOI: 10.1007/s11747-019-00707-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-019-00707-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-019-00707-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    2. Girard, Tulay & Dion, Paul, 2010. "Validating the search, experience, and credence product classification framework," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1079-1087, September.
    3. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    4. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    5. Lerner, Jennifer & Han, Seunghee & Keltner, Dacher, 2007. "Feelings and Consumer Decision Making: Extending the Appraisal-Tendency Framework," Scholarly Articles 37143006, Harvard Kennedy School of Government.
    6. Ou, Yi-Chun & Verhoef, Peter C., 2017. "The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers," Journal of Business Research, Elsevier, vol. 80(C), pages 106-115.
    7. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    8. Adam Duhachek, 2005. "Coping: A Multidimensional, Hierarchical Framework of Responses to Stressful Consumption Episodes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 41-53, June.
    9. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    10. Bougie, J.R.G. & Pieters, R. & Zeelenberg, M., 2003. "Angry customers don't come back, they get back : The experience and behavioral implications of anger and dissatisfaction in services," Other publications TiSEM 1708fb71-fd68-41d9-b870-e, Tilburg University, School of Economics and Management.
    11. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
    12. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    13. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    14. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    15. Konstantopoulos, Spyros, 2011. "Fixed Effects and Variance Components Estimation in Three-Level Meta-Analysis," IZA Discussion Papers 5678, Institute of Labor Economics (IZA).
    16. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    17. V. Kumar & Bharath Rajan & Shaphali Gupta & Ilaria Dalla Pozza, 2019. "Customer engagement in service," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 138-160, January.
    18. Marc Vanhuele & Shuba Srinivasan & Koen Pauwels, 2010. "Mindset Metrics in Market Response Models: An Integrative Approach," Post-Print hal-00528411, HAL.
    19. Voorhees, Clay M. & Fombelle, Paul W. & Gregoire, Yany & Bone, Sterling & Gustafsson, Anders & Sousa, Rui & Walkowiak, Travis, 2017. "Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens," Journal of Business Research, Elsevier, vol. 79(C), pages 269-280.
    20. Tiedens, Larissa Z. & Linton, Susan, 2001. "Judgment under Emotional Uncertainty: The Effects of Specific Emotions and Their Associated Certainty Appraisals on Information Processing," Research Papers 1629, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Herrando, Carolina & Jiménez-Martínez, Julio & Martín-De Hoyos, María José & Constantinides, Efthymios, 2022. "Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Liu-Thompkins, Yuping & Khoshghadam, Leila & Attar Shoushtari, Arjang & Zal, Saeed, 2022. "What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades," Journal of Retailing, Elsevier, vol. 98(1), pages 92-110.
    3. Soderlund, Magnus & Oikarinen, Eeva-Liisa & Tan, Teck Ming, 2021. "The happy virtual agent and its impact on the human customer in the service encounter," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Ramakrishna Salagrama & Sanjeev Prashar & T. Sai Vijay, 2021. "Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 757-779, December.
    5. Elizabeth Han & Dezhi Yin & Han Zhang, 2023. "Bots with Feelings: Should AI Agents Express Positive Emotion in Customer Service?," Information Systems Research, INFORMS, vol. 34(3), pages 1296-1311, September.
    6. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    7. John Hulland & Mark B. Houston, 2020. "Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 351-359, May.
    8. Qi, Ji (Miracle) & Wang, Sijun & Lindsey Hall, Kristina K., 2023. "Bridging employee engagement and customer engagement in a service context," Journal of Business Research, Elsevier, vol. 160(C).
    9. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    10. David Vrtana & Anna Krizanova & Eva Skorvagova & Katarina Valaskova, 2020. "Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal," Sustainability, MDPI, vol. 12(19), pages 1-16, October.
    11. Li Yan & Hean Tat Keh & Kyle B. Murray, 2024. "Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 75-96, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    2. Lamont, Matthew & Hing, Nerilee & Vitartas, Peter, 2016. "Affective response to gambling promotions during televised sport: A qualitative analysis," Sport Management Review, Elsevier, vol. 19(3), pages 319-331.
    3. Matušínská Kateřina & Stoklasa Michal, 2022. "The appeals and level of involvement influencing purchasing decision," Management & Marketing, Sciendo, vol. 17(3), pages 234-254, September.
    4. Wolf, Tobias & Jahn, Steffen & Hammerschmidt, Maik & Weiger, Welf H., 2021. "Competition versus cooperation: How technology-facilitated social interdependence initiates the self-improvement chain," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 472-491.
    5. Hilke Plassmann & Peter Kenning & Michael Deppe & Harald Kugel & Wolfram Schwindt, 2005. "Neural correlates of the affect heuristic during brand choice," Experimental 0509004, University Library of Munich, Germany.
    6. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
    7. Rychalski, Aude & Hudson, Sarah, 2017. "Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context," Journal of Business Research, Elsevier, vol. 71(C), pages 84-91.
    8. Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    9. Gundula Krack, 2019. "How to make value-based health insurance designs more effective? A systematic review and meta-analysis," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 20(6), pages 841-856, August.
    10. Heyes, Anthony & Kapur, Sandeep, 2012. "Angry customers, e-word-of-mouth and incentives for quality provision," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 813-828.
    11. Dalilis Escobar Rivera & Marti Casadesús Fa & Paulo Alexandre Costa Araújo Sampaio & Alexandra Simon Villar, 2019. "Exploring the Role of Service Delivery in Remarkable Tourism Experiences," Sustainability, MDPI, vol. 11(5), pages 1-19, March.
    12. Ivan Barreda-Tarrazona & Ainhoa Jaramillo-Gutierrez & Daniel Navarro-Martinez & Gerardo Sabater-Grande, 2014. "The role of forgone opportunities in decision making under risk," Journal of Risk and Uncertainty, Springer, vol. 49(2), pages 167-188, October.
    13. Salvatore Nunnari & Massimiliano Pozzi, 2022. "Meta-Analysis of Inequality Aversion Estimates," CESifo Working Paper Series 9851, CESifo.
    14. Tarnanidis, Theodore & Owusu-Frimpong, Nana & Nwankwo, Sonny & Omar, Maktoba, 2015. "Why we buy? Modeling consumer selection of referents," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 24-36.
    15. Rizzi, Francesco & Gigliotti, Marina & Runfola, Andrea & Ferrucci, Luca, 2022. "Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    16. McColl-Kennedy, Janet R. & Sparks, Beverley A. & Nguyen, Doan T., 2011. "Customer's angry voice: Targeting employees or the organization?," Journal of Business Research, Elsevier, vol. 64(7), pages 707-713, July.
    17. Kim, Junyong & Gupta, Pranjal, 2012. "Emotional expressions in online user reviews: How they influence consumers' product evaluations," Journal of Business Research, Elsevier, vol. 65(7), pages 985-992.
    18. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    19. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    20. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:48:y:2020:i:3:d:10.1007_s11747-019-00707-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.