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This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior.

Four experimental designs, one with a modified version of the Tetris game, were used to show how and when winning or losing perceptions will influence individuals’ variety-seeking behavior.

Consumers who have failed in a competition or not achieved a goal tend to seek less variety in their later consumption than do consumers who have succeeded because losing feedback weakens consumers’ perception of their control of personal mastery. This effect only exists when the closeness of winning or losing is narrow (e.g. the success is just missed) and diminishes when the result is clear and obvious.

The current study has systematically explored the interaction between winning-losing outcomes and the closeness of these outcomes.

This study offers marketing managers practical guidance on how to use competition results to conduct marketing activities, such as transmitting advertisements for classic flavors to those who have lost in a video game or properly increasing the proportion of new flavors or products in stores or vending machines near sports venues.

This research adds to the literature on competition, which has largely overlooked the possible moderating role of the closeness of the competition result and its influence on individuals’ follow-up irrelevant behaviors and it also adds to the work on variety-seeking behavior, which has not explored the impact of winning-losing perception.

This research examines the effects of winning–losing perception, generated from success and failure results, on consumers’ risk preference.

Using different manipulations of success and failure and different measurements of risk preference tendency, the authors conducted five experiments to carry out the research.

Using different manipulations of success and failure and different measurements of risk preference tendency, five experiments were conducted to demonstrate that a clear success increases consumer’ sense of power, which in turn raises their subsequent risk preference; a clear failure, however, decreases consumers’ sense of power, which in turn reduces their subsequent risk preference. Furthermore, a close result can moderate this effect; that is, the difference between narrow-winners and narrow-losers’ risk preferences is weakened.

This study further enriches the research on the impact of winning–losing perception on individuals’ behavior and provides suggestions on how to use the results of online and offline competitions to carry out marketing activities.

A combined model involving the intensity of negative emotions and the strategic combinations (timing and means) of service recovery is developed. The purpose of this paper is to evaluate the performances of these different combinations through customer satisfaction, repurchase intention and fitting curves between the two under hotel service scenarios.

A 2 (recovery timing: immediate/delayed) × 2 (recovery means: psychological/economic) × 3 (type of service failure: failure in a delivery system/failure in responding to customer needs/improper employee behavior) between-subject experimental design was used with 456 participants.

The results suggest that immediate and economic recovery effectively raises the service recovery evaluations from customers with low-intensity negative emotions, whereas delayed and psychological recovery helps customers with high-intensity negative emotions to give higher evaluations.

When service failures happen, the strategies for and timing of recovery directly influence customers’ service recovery evaluations. This study sheds light on the role that negative emotions play in the process of service recovery and provides implications for service industry managers.

The purpose of this study is to explore the effects of priming on consumer emotions and willingness to pay as consumers experience two services with two opposite valences.

A 2 (service experience sequence: failure–success, success–failure) × 3(priming: positive, negative, no priming) between-subject experiment was conducted with 230 college students in China.

Results indicate that when priming information is included, people give greater decision weight to the second service. Specifically, in the failure–success scenario, priming information between two services increases positive emotions and decreases negative emotions, raising willingness to pay. In the success–failure scenario, priming information decreases positive emotions and increases negative emotions, thus lowering willingness to pay.

First, if businesses discover the possibility of a service failure, then disclosing negative information is better than whitewashing the truth. Second, services following a campaign of positively framed messages should be carefully rendered. The damage of pre-failure positive priming is most certainly irreparable. Finally, in terms of communication, businesses and service providers should cater to consumers exposed to different levels of information accordingly.

Previous investigations focusing on a single purchase have argued that priming effects should cause consumers of varying tastes to react in a more unified manner to a service. This study extends the research scope to more realistic situations ”sequential service experiences with opposite valences” and asserts that differences in service experiences alter the influence of priming information.

A humanoid intelligent robot (HIR) possessing a human-like appearance can undertake human jobs, interact, communicate and even transmit emotions to human beings. Such robots have gradually been integrated into people's daily life and production scenarios. However, it is unclear whether and by what mechanism HIRs can stimulate people’s risk perception and its impact on consumption attitudes. Based on the risk decision theory, this study aims to take the social value substitution attribute of a HIR as the incentive and analyzes the influence of social value substitution and risk perception on the customers’ consumption attitudes.

Three experiments were conducted to investigate the related questions about the social value substitution attribute of a HIR, its impact on risk perception and the customers’ consumption attitudes.

The results reveal that physical labor, intellectual labor, friendship, kinship and the ego constitute the hierarchical elements of social value substitution. Among them, physical labor and intellectual labor pertain to the dimension of social function value substitution, while friendship, kinship and ego pertain to the dimension of social presence value substitution; social function value substitution and social presence value substitution affect the subjects’ risk perception positively, but the latter arouses a stronger risk perception; the 2 (risk perception of social function value: security/danger) × 2 (risk perception of social presence value: security/danger) condition corresponds to diverse consumption attitudes.

The results enrich the theories of the “cha-xu pattern” and “uncanny valley” and provide reference for the healthy development of the HIR industry.

The purpose of this paper is to test whether separate tense and energetic forms of arousal impact consumer attitudes and provide a more complete understanding of the role of arousal in product evaluations. Past consumer research has treated arousal as a single dimension and found mixed results of the relation of arousal to consumer attitudes.

Study 1 was an online survey of consumers’ experiences with interactive products. The study tested whether the two hypothesized types of arousal were associated with different product features and related to attitudes in different (opposite) patterns. Study 2 was an experiment in which the type of arousal used to describe a vacation location was manipulated. The study tested the role of the two types of arousal in determining the effectiveness of the advertisements for people with different arousal-related orientations.

In Study 1, tense arousal mediated effects on the ergonomic qualities of the product on attitudes, whereas energetic arousal mediated effects on the hedonic qualities on attitudes. In Study 2, effects of advertisements were primarily driven by the tense arousal dimension for more telic-oriented (i.e. planning ahead) people and by the energetic arousal dimension for more paratelic-oriented (i.e. spontaneous) people. In both studies, treating arousal as a single dimension would have led to misleading conclusions.

This research demonstrates that separating arousal into a two- rather than one-dimensional construct can provide greater insights to the affective mechanisms underlying consumer attitudes.

This study aims to quantify the underlying feelings of online reviews and discover the role of seasonality in customer dining experiences.

This study applied sentiment analysis to determine the polarity of a given comment. Furthermore, content analysis was conducted based on the core attributes of the customer dining experiences.

Positive feelings towards the food and the service do not show a linear relationship, while the overall dining experiences increase in line with the positive feelings on food quality. Moreover, feelings towards the atmosphere of the restaurants are the most positive in peak season.

This study provides guidelines for restaurateurs regarding the aspects that need more attention in different seasons.

The paper contributes to the knowledge of customer feelings in local restaurants/gastronomy and the role seasonality plays in fostering such feelings. In addition, the novel methodological procedures provide insights for tourism research in discovering new dimensions in theories based on big data.

本论文旨在量化在线评论中的情感导向以及发掘季节性对消费者用餐体验的作用。

本论文采用情感分析法对既定评论做出情感判断。此外, 本文还依据消费者用餐体验中的核心价值采用了内容分析法。

研究发现消费者对食物和服务的正向情感并不是线性关系。然而, 整体用餐体验与对食物质量的正向情感是线性正向的关系。此外, 消费者对饭店氛围的情感在旺季的时节是最为突出的。

本论文对饭店从业者在不同季节的关注点上起到了指导作用。

本论文对地方饭店/美食的消费者情感认知做出了贡献, 此外, 本论文还对季节性如何促进消费情感的作用做出了研究。本论文还采用了新型的研究方法, 这对于旅游研究来说, 做出了基于大数据的新理论研究方向。