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On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace

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  • Pham, Michel Tuan
  • Sun, Jennifer J.

Abstract

This article presents new conceptual and managerial insights about consumer experiences of positive emotions in the marketplace and how to engineer these emotional experiences for business purposes. Specifically, we provide an in-depth conceptual analysis of three positive emotions that are of high relevance for marketers: (1) consumer pride, (2) consumer excitement, and (3) consumer relaxation. Through a systematic deconstruction of numerous consumer accounts of emotional experiences, combined with a careful theoretical analysis, we (a) codify how these emotions typically arise in consumption contexts, (b) identify their primary drivers and moderators in marketplace settings, including retail environments, and (c) explain how these theoretical insights can be used to engineer pride, excitement, and relaxation in consumption journeys.

Suggested Citation

  • Pham, Michel Tuan & Sun, Jennifer J., 2020. "On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace," Journal of Retailing, Elsevier, vol. 96(1), pages 101-127.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:1:p:101-127
    DOI: 10.1016/j.jretai.2019.11.003
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    References listed on IDEAS

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    Cited by:

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    2. Travis Tae Oh & Michel Tuan Pham, 2022. "A Liberating-Engagement Theory of Consumer Fun [Pleasure Principles: A Review of Research on Hedonic Consumption]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 46-73.
    3. Mai Thi My-Quyen & Le Nguyen Hau, 2021. "Transforming customer brand engagement to co-creation value through participation energy and effort," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 493-514, September.
    4. Mai Thi My-Quyen & Le Nguyen Hau & Pham Ngoc Thuy, 2020. "Mindful co-creation of transformative service for better well-being," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 413-437, September.
    5. Suci, Afred & Wang, Hui-Chih & Doong, Her-Sen, 2023. "Relax Your Fear—The role of autonomous sensory meridian response (ASMR) in green advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Grewal, Dhruv & Roggeveen, Anne L., 2020. "Understanding Retail Experiences and Customer Journey Management," Journal of Retailing, Elsevier, vol. 96(1), pages 3-8.
    7. Chen, Cheih-Ying & Huarng, Kun-Huang & González, Vanessa Izquierdo, 2022. "How creative cute characters affect purchase intention," Journal of Business Research, Elsevier, vol. 142(C), pages 211-220.
    8. Lee, Myounggu & Cho, Jihoon & Kim, Youngju & Kim, Hye-Jin, 2023. "Impact of movie-watching on cross-selling revenue in shopping malls: Implications for post-pandemic recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    9. Subarna Nandy & Neena Sondhi & Himanshu Joshi, 2024. "Toward a measure of brand pride: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 430-448, July.

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