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

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

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311001287
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 3 ()
    Pages: 340-346

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:340-346
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Diamantopoulos, Adamantios & Riefler, Petra & Roth, Katharina P., 2008. "Advancing formative measurement models," Journal of Business Research, Elsevier, vol. 61(12), pages 1203-1218, December.
    2. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 127-46, September.
    3. Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July.
    4. MacKenzie, Scott B, 2001. " Opportunities for Improving Consumer Research through Latent Variable Structural Equation Modeling," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 159-66, June.
    5. Ruiz, David Martín & Gremler, Dwayne D. & Washburn, Judith H. & Carrión, Gabriel Cepeda, 2008. "Service value revisited: Specifying a higher-order, formative measure," Journal of Business Research, Elsevier, vol. 61(12), pages 1278-1291, December.
    6. Caplin, Andrew & Leahy, John, 1997. "Psychological Expected Utility Theory and Anticipatory Feelings," Working Papers 97-37, C.V. Starr Center for Applied Economics, New York University.
    7. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. " A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 30(2), pages 199-218, September.
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