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Although much of the research has examined the positive relationship between memorable tourism experiences (MTEs) and tourist satisfaction, little research has attempted to analyze the double mediating effects of cognitive and affective responses and the moderating effects of tourism motivation on the relationship. To address these gaps, this study developed a theoretical framework including MTEs, cognitive response, affective response, tourism motivation and tourist satisfaction with golf tourism using a stimulus-organism-response (SOR) theory.

The author collected data from domestic and international tourists that attended amateur golf tournaments for non-commercial purposes as amateur athletes in Jeju and Gunsan, South Korea, in 2022. Construct validity of the measurement scale was verified by confirmatory factor analysis, factor loadings, average variance extracted and construct reliability. The reliability of the measurement scale was verified by Cronbach's analysis. The current study utilizes structural equation modeling with maximum likelihood estimation to analyze the positive relationships and double mediating effects. Jamovi statistical software was also used to conduct a moderation analysis.

The findings displayed the significant impacts of MTEs on cognitive response, affective response, and tourist satisfaction, and the positive impacts of cognitive response and affective response on tourist satisfaction. Moreover, cognitive and affective responses were found to partially mediate the aforementioned relationships and golf tourism motivation moderated the aforementioned paths.

The current study shows that there is a double mediating role of the cognitive and affective responses and moderating role of tourism motivation on the relationship between MTEs and tourist satisfaction and explores golf tourists who participate in an amateur golf tournament for non-commercial purposes as amateur athletes, which has largely been ignored in golf tourism research.

This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in the USA and India.

Two experiments were conducted in two different consumer markets. In Study 1, participants evaluated haptic and non-haptic products and gave responses on cognitive response, affective response and overall product evaluation measures in the US market. In Study 2, the authors replicate Study 1 in a culturally different market of India and extend Study 1 by examining the moderating role of instrumental and autotelic dimensions of NFT on the effect of purchase environment on cognitive and affective responses.

Research findings suggest that cognitive and affective responses are the underlying mechanism between the purchase environment and overall response only for haptic product among Indian consumers. In contrast, affective response is the underlying mechanism explaining this relationship among US consumers. Furthermore, the instrumental dimension of NFT moderates the impact of purchase environment on cognitive but the autotelic NFT moderates the effect of purchase environment on affective response only for the haptic product but not for the non-haptic product.

The study uses a relatively homogenous sample in the Indian market in contrast to the US market.

Results advance the understanding of the importance of haptic information processing in consumer decision-making across different purchase environments, product types and NFT using psychological distance (proximity) as a theoretical underpinning. With non-haptic shopping environments (i.e. online and mobile) growing rapidly, the results have critical implications for development of marketing strategies in Asian and US markets.

Empirical research examining the underlying mechanism by which purchase environment influences overall evaluation for haptic product is scarce. Additionally, understanding of the differential roles of instrumental and autotelic dimensions of NFT on cognitive and affective responses is very limited. This research fills this void and provides an understanding of the specific environment in evaluating haptic and non-haptic products in two distinct markets.

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.

Extant research has shown the prevalence of social networking site (SNS) addiction and provided evidence for its negative consequences. Given such consequences, it is conceivable that some users decide to discontinue their SNS use in response to SNS addiction. This paper examines key mechanisms that translate SNS addiction into discontinuance decisions.

A theoretical model is proposed based on the cognitive-affective model of behavior. It is empirically tested with data from 499 SNS users.

Results show that cognitive dissonance (as primary cognitive response) and guilt (as primary affective response) mediate the relation between SNS addiction and decision to discontinue SNS use, whereas self-accountability and perceived self-efficacy play positive and negative moderating roles. Additional analysis reveals that the effect of guilt on decision to discontinue SNS use follows a nonlinear pattern.

Additional cognitive and affective responses, beyond cognitive dissonance and guilt, as well as additional contextual factors may influence the relation between SNS addiction and decision to discontinue SNS use. In addition, the relation between decisions and actual discontinuance should be examined by future research.

This study highlights important key antecedents of the decision to discontinue SNS use, namely cognitive dissonance, guilt, self-accountability, and perceived self-efficacy, and the mechanisms underlying their influence. It also explains the nonlinear effect of guilt on the decision to discontinue SNS use.

Unique product design is a highlight of sustainable branding. The purpose of this paper is to investigate whether product design affects customers’ psychological responses (i.e. cognitive and affective responses) to smartphones, and, in turn, affects their brand loyalty (i.e. attitudinal and behavioral brand loyalty), further advancing the knowledge of product design and brand management.

This work used survey data from 456 Taiwanese with experience using smartphone. Structural equation modeling was employed to test the proposed model and hypotheses.

The results indicate that the product design significantly affects both cognitive response and affective response, which, in turn, significantly affect both attitudinal brand loyalty and behavioral brand loyalty. The findings also suggest that the moderating effect of product involvement on the relationship between product design and affective response is statistically significant, although it does not positively and significantly moderate the link between product design and cognitive response.

This study has two main limitations. First, this study was conducted in the context of smartphones, thus potentially constraining the generalization of the results to other industries. Second, the data in this study were obtained from a cross-sectional design.

These findings can permit companies to generate more brand loyalty in their customers and guide their management of assets and marketing activities.

This paper presents new insights into the nature and importance of product design in brand value.

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 provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (A_am).

The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.

A_am can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.

The paper discusses factors for effectively using commercial music to affect A_am, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research.

The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.

This meta-analysis aims to examine and compare the pleasant ambient scent effects on consumers’ affective, cognitive and behavioural responses in the retail and hospitality sectors.

55 articles, including 102 effect sizes, are collected from electronic databases and search engines. The effect of pleasant ambient scents on consumer responses is examined using meta-regression analysis.

The results show a positive effect of pleasant ambient scent on all responses in both sectors, while the effects on cognitive and behavioural responses are stronger in hospitality than retailing. Moreover, the scent effects in hospitality research vary with method aspects, including sampling frame, research design, setting and location.

The findings provide theoretical insights on the sensory tangibilization of experience and methodological insights on designing scent research.

The stronger effect of pleasant ambient scents on cognitive and behavioural responses in a hospitality environment signals that contextual differences should not be neglected. Moreover, hospitality researchers need to stay vigilant to the methodological influence on the findings about scent effects. These findings enrich the sensory marketing literature, in which contextual comparison is scarce.

This applied neuroscience study aims to understand how direct and unconscious emotional and cognitive responses underlie travel destination preferences. State-of-the-art neuroscience tools and methods were used, including stationary eye tracking and brain scanning electroencephalography (EEG) to assess emotional and cognitive responses to destination images and assets. To the researchers’ knowledge, this study is the first applied neuroscience study in tourism research and thus opens a new path of research and enquiry to this area. This paper is an attempt to understand specific mental processes in human tourism behaviours, and it is suggest that unconscious emotional and cognitive responses are natural processes that need to be studied and understood, not as special cases, but embedded as natural parts of tourism research.

To better understand consumers’ unconscious responses to possible travel destinations, a 3 × 5 factorial design was run with the factors being stimulus type (images, printed names and videos) and travel destination (Dubai, Abu Dhabi, Hong Kong, New York and London). Eye-tracking calibration was done with a nine-point fixation test and the EEG calibration was done using functional localizer tests based on the ABM B-ALERT calibration process. This calibration procedure allows reliable tracking of emotional and cognitive responses over time. Thirty Emirati (nationals of the UAE) participants, consisting of equal numbers of males and females (15) were recruited from the UAE and signed informed consent. Each participant was positioned in front of an eye tracker and computer screen, and brain-scanning equipment was mounted; then, each participant underwent eye-tracking and neuroimaging calibration procedures. A Tobii T60XL eye tracker and an ABM X-10 EEG brain scanner, both running iMotions v5.1 in a Windows 7 environment, were used.

General emotional and cognitive differences were identified between the channels through which travel destinations are presented. Words about and names of travel destinations cause higher cognitive loads, which may not be surprising, given the greater associative load that words have than images. Of particular interest is the hypothesis that images evoke stronger affective responses than verbal representations. However, as previously noted (Holmes and Mathews, 2005), empirical evidence for this assumption seems surprisingly sparse. The present study and the context provided here suggest that decisions on travel destination have an unconscious component and a direct component that may drive or affect overt preference and actual choice.

The limitations of this paper is that first, neuromarketing is not dependent on sample sizes; however, future studies could build on this paper to understand why there is a preference for cities. It is suggested that unconscious emotional and cognitive responses are natural processes that need to be studied and understood, not as special cases, but embedded as natural parts of tourism research.

Thus, tourism research may indeed be a suitable field for understanding the brain bases of complex preference formation and choice. Various researchers have found that a destination image is typically measured using cognitive, affective and behavioural components, and further stated that the cognitive image component of a destination was found to have a significant positive effect on the affective image component and overall destination image (Stylidis et al., 2017). Therefore, this research which has introduced brain scanning can be used to better understand the underlying unconscious emotional and cognitive processes that affect consumer thought and action. An understanding of what goes on in the human unconscious mind is very important for destination marketers, this can help in the integrated marketing communication process to create a destination image and brand.

Affective Events Theory (Weiss & Cropanzano, 1996) proposes a theoretical framework that outlines the structure, antecedents, and consequences of affective experiences at work. We elaborate on Affective Events Theory by incorporating recent theory of attitude and by further exploring the role of work environment features within the model. Our proposed model acknowledges the immediacy of judgment driven as well as affect-driven behavior. It provides a mechanism through which affect-driven or judgment-driven behaviors can be more easily predicted and it shows how work environment features not only make certain events more or less likely but also influence resulting behaviors through attitude formation. We outline the practical application of our model and give direction for future research.