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Research on the role of affective forecasting in hotel service experiences is in its infancy, and several crucial questions remain unanswered. This study aims to posit that affective forecasting is a significant antecedent of customers’ affective reactions during a hotel stay. The authors investigate how customers’ service quality expectations influence their affective forecasting and how customers’ affective forecasting before an upcoming hotel service experience influences their affective reactions during the hotel service experience.

The authors collected data through online questionnaires distributed among 634 US adults who had stayed at a hotel within the past month.

The results show that: service quality expectations influence affective forecasting; affective forecasting influences affective reactions; service quality expectations influence perceived service quality, thereby influencing affective reactions and affective reactions and service quality perception influence electronic Word-Of-Mouth intentions.

The study suggests that hotel managers should identify what hotel performance attributes customers value most and depict how these attributes elicit positive affective reactions in advertising to influence customers’ purchase decisions.

This is one of the few studies to investigate the antecedents and consequences of affective forecasting in hotel service experiences.

The purpose of this paper is to investigate the relationship between mental simulation and affective misforecasting of hedonic consumption experiences.

The authors present a series of lab and field studies that manipulate mental simulation and experience type (ordinary versus extraordinary) and measure affective misforecasting and mindfulness. Data were analyzed using a combination of ANOVA and PROCESS.

Mental simulation before an experience causes negative affective misforecasting to occur for extraordinary experiences but not ordinary experiences. The authors further show that mindfulness mediates the effect of mental simulation on affective misforecasting.

The findings provide insight into how thinking about experiences before consumption affects consumers’ actual engagement with the experience. This paper suggests that, by encouraging consumers to mentally simulate their experiences before consumption, marketers may cause consumers to miss out on enjoying their experiences to the fullest. Instead, marketers may want to maintain some mystique by encouraging consumers to “come see for themselves”.

The authors demonstrate a novel cause of affective misforecasting: mental simulation before the experience and provide initial evidence in support of a novel psychological process explanation (i.e. mindfulness) for the effect of mental simulation on affective misforecasting.

The purpose of this paper is to investigate cognitive and affective customer service in Thailand's maltichannel retail environment. The research used the stimulus–organism–response model of consumer behaviour. The study's theoretical framework incorporated the multichannel service quality framework (Sousa and Voss, 2006) and a decomposed measure of customer experience, including cognitive and affective customer experience (Gao et al., 2021). Outcomes investigated included repurchase intention and word-of-mouth intention.

A quantitative survey of Thai consumers (aged 18 and over) who had purchased from multichannel retailers at least one time in the past year (n = 502) was conducted. Data were collected online and analysed using a structural equation modelling approach.

Significant factors in cognitive customer experience and affective customer experience included breadth of channel choice, transparency of channel, content consistency and process consistency. Effects differed in strength on these effects. Cognitive customer experience and affective customer experience influenced repurchase intention and word-of-mouth intention, with a stronger effect from affective customer experience.

This research presents an integrative model for customer experience in multichannel marketing, incorporating a well-established model of multichannel service quality and a decomposed measure of customer experience. It also illustrates the difference between cognitive customer experience and affective customer experience, which have different effect sizes from antecedents and different effects on outcome variables. This finding is a significant theoretical advancement.

The purpose of this paper is to identify specific cognitive and affective responses in mall experience, as well as their antecedents, moderators and behavioural outcomes.

The paper is based on content analysis technique. Data were obtained through in-depth interviews conducted from February 2013 to January 2014.

The study reports the identification of efficiency and confusion as cognitive responses, as well as frustration, stress, peacefulness and excitement as affective responses experienced during the shopping trip. These responses lead to behavioural outcomes that are time spent, buying intentions and repatronage intentions. Furthermore, the paper identifies the main antecedents of these responses and the moderators of their relationships.

The findings provide insights into the study of psychological responses in retailing and avenues for further research.

This research offers practical implications for managers, related to the manipulation of mall characteristics in order to encourage positive cognitive and affective responses and avoid negative ones.

Based on content analysis technique, the present paper proposes a theoretical framework to conceptualize mall experience, detecting specific cognitive and affective responses and their specific behavioural outcomes as well as moderators.

Our knowledge of what emotions are elicited explicitly from food consumption and gastronomy experiences in the travel destination and how these emotions establish a relationship with tourists’ behavior is limited. Thus, this study aims to enrich the current knowledge in the gastronomy tourism field from the affective experience perspective and develop a scale to measure tourists’ affective gastronomy experiences (TAGES).

Both qualitative scale development and quantitative scale validation were conducted to ensure the psychometric properties of TAGES.

With the focus group’s contributions and experts’ validation, 12 gastronomy experience affects were identified in the first stage. In the second stage, a quantitative data collection involving 650 samples helped refine the scale. Finally, a reliable and valid scale with five items measuring TAGES was successfully developed.

This study provides a novel perspective by viewing tourists’ gastronomy experiences through an affective lens. Moreover, this study successfully provides evidence for the psychometric properties of the newly developed TAGES by systematically applying item response theory (IRT) and classical test theory (CTT). This study enriches the gastronomy tourism domain by developing the TAGES and presenting a rigorous and exhaustive investigation of its psychometric properties based on an integration of IRT and CTT. A valid and reliable scale that measures the TAGES fills the gastronomy literature gap and proposes an effective tool for future gastronomy experience studies.

This article proposes two studies to demonstrate the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory advertising, relate advertising and behavioural advertising – on consumer behaviour (brand credibility, affective commitment and emotions) in the banking sector.

For study 1, a total of 506 online panellists of a recognized Canadian research firm were asked to evaluate a local bank advertisement using an online self-reported questionnaire. For study 2, a total of 65 Canadian respondents recruited through Facebook and Google adverts were asked to watch two video advertisements (one more experiential and the other less experiential). After viewing the advertisements on a computer equipped with FaceReader software by Noldus, participants completed a short online questionnaire.

Using structural equations modelling, the first study shows that brand credibility explains the positive impact of perceived cognitive/affective/sensory advertising (complementary mediation) and perceived behavioural advertising (indirect mediation only) on affective commitment. The second study illustrates that the cognitive/affective/sensory dimension is more important for experiential advertising than experiential advertising. Employing FaceReader facial expression recognition software results indicate that the bank advertisement with a higher score of perceived cognitive/affective/sensory advertising produces a higher level of happiness among respondents.

Both studies provide new insights into perceived experiential advertising and the impact of the latter on consumers. Benefits to scholars and practitioners include an enhanced understanding of advertising effectiveness in the banking sector.

We propose that group affective tone may be dysfunctional for teams faced with complex, equivocal, and dynamically changing tasks and environments. Group affective tone (and in particular, a positive affective tone) may exacerbate pre-existing tendencies of teams to develop a single-shared reality that team members confidently believe to be valid and to be prone to group-centrism. Alternatively, heterogeneity in member mood states within teams may lead to the development of multiple-shared realities that reflect the equivocality of the teams’ tasks and circumstances and other functional outcomes (e.g., multiple perspectives and minority dissent), which ultimately may enhance team effectiveness.

The study aims to clarify customer experience as perceived through interactions between the consumer and the mobile application of a retailer. It proposes to model and empirically study the relationship between customer experience, utilitarian and hedonic benefits and purchase intention when interacting with mobile applications of fashion retailers.

The study opted for a quantitative approach using a web-based questionnaire. The data collected from a final sample of 118 users of fashion retailers' mobile applications was analysed using partial least square structural equation modelling.

The results point to a positive and a direct impact of utilitarian factors on the two dimensions of customer experience. Moreover, hedonic benefits seem to generate a positive experience with a retailer's mobile application and are likely to generate favourable rational and emotional responses. In addition, the findings confirm that both dimensions of experience (affective and cognitive) affect purchase intention with a stronger effect for the cognitive dimension over the affective one.

The study concludes with implications for retailers to improve customer experience when using their mobile applications. Retailers are encouraged to integrate functional and aesthetic attributes not only to provide a favourable customer experience through rational evaluations and positive emotions but also to gain a competitive advantage in an m-shopping retailing context.

This study identified a need to further explore customer experience in the context of mobile applications by considering the two dimensions of experience: the cognitive and the affective. Indeed, these two facets of customer experience are rarely studied simultaneously in the previous literature.

This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity to understand the interactive effects of positive and negative emotional responses. Furthermore, the moderating role of a positive or negative shopping experience is examined.

In Study 1, 518 customers participated in an online survey using a controlled scenario describing checkout charity exchanges. In Study 2, 274 students participated in a similar online scenario but were primed with a positive or negative shopping experience. Data were analyzed through structural equation modeling using Mplus v8.

Checkout charity is laden with affective experiences that simultaneously produce positive and negative emotions. Customers who are involved with charities and perceive it acceptable for companies to elicit charitable support are more likely to experience feelings of pride and joy during a point-of-sale donation request. However, negative affective responses are more complicated, as personal support of nonprofits was not enough to reduce feelings of guilt and anger during a donation request. Furthermore, in Study 2, the authors discover that as integral emotions influence customers’ affective states during a checkout charity encounter, incidental emotions garnered from the customer’s shopping experience serve as a moderating role in increasing positive affect and mitigating negative affect, highlighting the importance of the holistic shopping experience. Finally, in Study 2, the incongruent reaction of high positive and high negative affect was linked to decreased donation intentions, further emphasizing the importance of creating positive shopping experiences and identifying customers who perceive it to be acceptable for companies to elicit charitable support.

To the best of the authors’ knowledge, this research is the first to apply these dual theoretical explanations to checkout charity, contributing an affective and customer-based understanding to complement prior work on marketing strategy. The findings both uphold and extend research in this area, providing novel support for the role of the customer in determining the success of checkout charity.