Investigating the Effect of Components of Consumption Emotions on Service Evaluation

ABSTRACT - We use an experiment to investigate the behavioral reaction component of consumer anger and anxiety during air travel and to show that the impact of these emotions on consumer evaluations is a function of the context specific nature of this component rather than of the overall subjective feeling state. We show that the behavioral reaction component elicited during anger and anxiety varies significantly from behavioral reactions in non-consumption contexts. Further, the impact of these emotions on consumer evaluation of the provider reaction to their emotions is a function of the correspondence between the consumer’s behavioral reaction and the provider response.

Citation:

Kalyani Menon and Laurette Dube (2001) ,"Investigating the Effect of Components of Consumption Emotions on Service Evaluation", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 233.

European Advances in Consumer Research Volume 5, 2001      Page 233

INVESTIGATING THE EFFECT OF COMPONENTS OF CONSUMPTION EMOTIONS ON SERVICE EVALUATION

Kalyani Menon, Wilfrid Laurier University, Canada

Laurette Dube, McGill University, Canada

ABSTRACT -

We use an experiment to investigate the behavioral reaction component of consumer anger and anxiety during air travel and to show that the impact of these emotions on consumer evaluations is a function of the context specific nature of this component rather than of the overall subjective feeling state. We show that the behavioral reaction component elicited during anger and anxiety varies significantly from behavioral reactions in non-consumption contexts. Further, the impact of these emotions on consumer evaluation of the provider reaction to their emotions is a function of the correspondence between the consumer’s behavioral reaction and the provider response.

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