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This study aims to examine how the temporal aspect of service consumption impacts the emotions that are created within consumers during service encounters.

The authors adopted mobile phone or ‘SMS’ diaries to capture the emotions that participants experienced at the very moment they were being felt or ‘in-vivo’. The study included thirteen different services including both ‘brief’ and ‘extended service transactions’.

The study suggests that the temporal perspective is a dominant cause of consumption emotions in services, influencing consumers’ emotions from before the service encounter commences to its conclusion and, in some cases, beyond the conclusion of the service event. Other antecedents of consumption emotions such as interactions with staff and the servicescape are influenced by and interwoven with this temporal aspect. By capturing emotions as they were experienced, recall difficulties that might have been encountered had the emotions been measured retrospectively were eliminated, allowing the researchers to construct a comprehensive account of the chronology and contiguity of the emotions created within consumers during service encounters.

Although certain aspects of time such as the consequences of queuing and waiting have been addressed in the services marketing literature, a detailed understanding of how time impacts consumption emotions in services from the start to the conclusion of service encounters has not been undertaken to date. This research addresses that gap by examining how the temporal perspective influences not only consumption emotions in customers per se but how it also influences other causes of consumption emotions that customers encounter during service transactions.

The long-term development of a mobile gaming application (app) depends on its continued use by its users. The expectation–confirmation model of IS continuance was used as the basic framework, to which bi-dimensional consumption emotions were added to help better explain satisfaction judgment and continuance intention in the context of mobile gaming app use. The paper aims to discuss this issue.

The data were analyzed using structural equation models. The effects of positive consumption emotions and negative consumption emotions were examined, respectively, in Models 1 and 2. Competing models (Models 3 and 4) were also examined in order to compare the proposed model.

Both PE and NE have an effect on the satisfaction of mobile gaming app users and their continued usage intention, a finding that represents an important contribution to the extension of technology continuance theory. Comparison with the IS continuance model shows that the new model can explain significantly more variance in continuance intention.

Mobile gaming firms should pay attention to users’ consumption emotions, especially negative emotions. Some specific emotions involved in mobile gaming app use were identified, which could guide firms’ understanding of users’ emotions.

This study offers insight into the role of consumption emotions in forming continuance intentions toward mobile gaming app use in China, a topic that has not previously been investigated.

This paper aims to examine the interplay of emotions and consumption within intergenerational exchanges. It shows how emotions pervade the trajectories of grandmothers’ relational identities with their grandchildren through consumption practices.

This study analyses qualitative data gathered via 28 long interviews with French grandmothers and 27 semi-structured interviews with their grandchildren. This study draws on attachment theory to interpret the voices of both grandmothers and their grandchildren within these dyads.

This study uncovers distinct relational identities of grandmothers linked to emotions and the age of the grandchild, as embedded in consumption. It identifies the defining characteristics of the trajectory of social/relational identities and finds these to be linked to grandchildren’s ages.

This study elicits the emotion profiles, which influence grandmothers’ patterns of consumption in their relationships with their grandchildren. It further uncovers distinct attachment styles (embedded in emotions) between grandmothers and grandchildren in the context of their consumption experiences. Finally, it provides evidence that emotions occur at the interpersonal level. This observation is an addition to existing literature in consumer research, which has often conceived of consumer emotions as being only a private matter and as an intrapersonal phenomenon.

The findings offer avenues for the development of strategies for intergenerational marketing, particularly promotion campaigns which link either the reinforcement or the suppression of emotion profiles in advertising messages with the consumption of products or services by different generations.

This study suggests that public institutions might multiply opportunities for family and consumer experiences to combat specific societal issues related to elderly people’s isolation.

In contrast to earlier work, which has examined emotions within the ebb and flow of individual and multiple social identities, this study examines how emotions and consumption play out in social/relational identity trajectories.

This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury.

Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention.

The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI.

Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts.

The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention.

Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.

This study aims to investigate how individuals’ regulatory focus affects perceived value and consumption emotions and how differently perceived value and emotions influence the future behavioral intentions of ethnic restaurant customers.

The proposed model was empirically tested with the online survey sent to frequent American travelers who have had dining experiences at Asian restaurants. A total of 435 valid responses were obtained and analyzed by means of structural equation modeling analysis.

The results indicated that promotion-focused individuals are more likely to perceive both hedonic and utilitarian values, and as a result experience positive emotions while dining at Asian restaurants. On the other hand, prevention focus was not significantly related to either hedonic or utilitarian values in itself, and it has a significant effect on negative emotions. The results also demonstrated that perceived hedonic and utilitarian values directly and/or indirectly influence behavioral intentions through consumption emotions.

This study contributes to existing knowledge on regulatory focus theory by identifying significant theoretical relationships among cognitive and affective consumption responses and regulatory focus. Specifically, the main contributions include suggesting novel perspectives that promotion focus is associated with consumers’ value perception, whereas prevention focus is not, and making a first attempt to discover a relationship between regulatory foci and two general types of consumption emotions (positive and negative emotions) and identifying theoretically important associations that promotion focus (vs prevention focus) is more strongly related to positive emotions (vs negative emotions).

The main aim of this study is to determine the effect of tourists' gastronomic experiences on food consumption emotions and experiential value. This research also examines the effect of emotions and experiential value on behavioral intention.

A questionnaire survey was distributed to foreign tourists visiting Istanbul, Turkey. Using survey responses from 491 tourists, structural equation modeling (SEM) was used to test the hypotheses.

In the current study, the results showed that tourists' gastronomic experiences positively and substantially influenced their experiential value and food consumption emotions.

In this study, the model created by Quan and Wang (2004) about the role of food in touristic experience is supported by empirical results. In the current study, the stimulus–organism–response (S-O-R) paradigm was adopted as the theoretical underpinning and was used to develop a holistic research framework. The findings of the research provide certain practical implications for how destinations can design, market and offer gastronomic experiences.

The research on tourists' gastronomic experience and food consumption emotions is limited although numerous studies on tourists' emotions have been conducted. This study is also one of the first to empirically evaluate the tourists' gastronomic experience with the emotional (food consumption emotions), cognitive (experiential value) and behavioral dimensions via S-O-R paradigm.

The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context.

Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behavior and hedonic consumption, the authors formulated a conceptual model and subsequent hypotheses. Previously valid and reliable scales were used in the study. The data were collected through mall intercept survey with the sample consisting of respondents in the age group 20-45. Factor analysis and structural equation modeling were used as data analysis tools.

Major findings indicate a positive and significant effect of personality on positive emotions. The findings also confirm a significant and positive relationship between fashion involvement and hedonic consumption and hedonic consumption and fashion-related impulse buying behavior. Interestingly, positive emotions were found to mediate the relation between personality and fashion involvement.

The major implication of the present study is that impulse buying in fashion may be resultant of a complex network of interlinked constructs. One limitation is the restriction to the Indian context.

The findings note the need for creation of an experiential environment for a fashion shopper that could lead to positive emotions and subsequently impulse purchase.

The present study for the first time integrates constructs such as personality, emotions, involvement and impulse buying in the same conceptual model and tests it empirically.

The purpose of this study is to interpret consumers' emotion in their consumption experience in the context of mobile commerce from an experiential view. The study seeks to address concerns about the experiential aspects of mobile commerce regardless of the consumption type. For the purpose, the authors aims to propose a stimulus‐organism‐response (S‐O‐R) based model that incorporates both utilitarian and hedonic factors of consumers.

A survey study was conducted to collect data from 293 mobile phone users. The questionnaire was administered in study classrooms, a library, or via e‐mail. The measurement model and structural model were examined using LISREL 8.7.

The results of this research implied that emotion played a significant role in the mobile consumption experience; hedonic factors had a positive effect on the consumption experience, while utilitarian factors had a negative effect on the consumption experience of consumers. The empirical findings also indicated that media richness was as important as subjective norms, and more important than convenience and self‐efficacy.

Few m‐commerce studies have focused directly on the experiential aspects of consumption, including the hedonic experience and positive emotions among mobile device users. Applying the stimulus‐organism‐response (S‐O‐R) framework from the perspective of the experiential view, the current research model is developed to examine several utilitarian and hedonic factors in the context of the consumption experience, and indicates a comparison between the information processing (utilitarian) view and the experiential (hedonic) view of consumer behavior. It illustrates the relationships among six variables (i.e. convenience, media richness, subjective norms, self‐efficacy, emotion, and consumption experience) in a mobile commerce context.

The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products.

The study uses three experimental studies to investigate this relationship.

Study 1 shows that religiosity influences negative moral emotions (but not positive moral emotions), which then negatively influence luxury consumption and morality evaluations. Study 2 replicates the effects of Study 1 and shows that priming a moral (marketplace) mindset decreases negative moral emotions and increases luxury consumption evaluations for highly (less) religious consumers. Study 3 explains the effects found in Studies 1 and 2 as driven by moral licensing, such that priming a moral (marketplace) mindset decreases (increases) the negative moral emotions experienced by those primed (not primed) with religiosity. Study 3 also improves the external validity of findings by including a social media sample of regular luxury purchases. Implications for theory and marketing practice are discussed.

The present research is limited by samples conducted in Western culture with a predominantly Western, Christian religious audience. Future research should examine how moral vs marketplace mindsets differentially influence the consumption of luxury products for Eastern religious consumers (e.g. Hindus, Buddhists and Confucianists). Additionally, this research was conducted using Allport and Ross’ (1967) religiosity measure. Some could argue that the measure is not the most representative for atheists or agnostics or is outdated, so further research would benefit from replicating and extending the findings in this paper with other, newer religiosity measures better adapted to measure all belief systems.

Marketers of luxury products should realize the potential of a new target audience – religious consumers. While religiosity is positively correlated with negative moral emotions toward luxury products in Study 1, Studies 2 and 3 reveal that priming a moral mindset can reduce negative affect and increase evaluations of luxury products. Thus, marketers could seek out ways to emphasize morality in messaging. For example, a marketer may incorporate words such as virtues, ethics and/or noble, when describing attributes of their brand in advertising, thereby resulting in a moral licensing effect. Research suggests advertising content has the potential to influence consumers’ perceived moral obligation, inclusive of the moral or immoral nature of the consumption of luxury brands.

While the link between religion and luxury goods is evident in popular culture, previous research has yet to empirically explore this relationship. This study fills this gap by investigating the role of religiosity on the perceived morality and ultimately the purchase of luxury branded goods.

The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive Open Online Course (MOOC) platform in the knowledge payment context.

The paper adopted a novel mixed-method approach based on natural language processing (NLP) techniques. Variables were identified using topic modeling drawing upon 14,585 online reviews from a global commercial MOOC platform (Udemy.com). The relationships among identified factors, such as perceived quality dimensions, consumption emotions, and intention to recommend, were then tested from a cognition-affect-behavior (CAB) perspective using partial least squares structural equation modeling (PLS-SEM).

Results indicate that course content quality, instructor quality, and platform quality are strong predictors of consumers' emotions and intention to recommend. Interestingly, course content quality displays a positive effect on invoking negative emotions in the MOOC context. Additionally, positive emotions mediate the relationships between three perceived qualities and the intention to recommend.

Limited research has been conducted regarding MOOC consumers' post-consumption intentions in the knowledge payment context. Findings of this study address the limited literature on MOOC qualities and consumer post-consumption behaviors, which contribute to a comprehensive understanding of MOOC learners' experiences at a meso-level for future paid-MOOC creators.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2021-0482/