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Assessing anthropomorphic tendency in relation to real estate purchase decisions and analysing the elements of friendliness, aggressiveness, pleasure and arousal as a link to the spatial memory of the consumer. This study aims to help brands and advertisers in the real estate industry to create meaningful consumer relationships by using elements that are associated with positive spatial experience. By formulating a detailed questionnaire with adapted variables from proven research and a multilayered approach of theoretic and practical analysis, this paper situates the identified variables in the plane of space and customer experience.

By using structural equation modeling, this study analyses a sample data of 411 consumers and their response to elements of housing.

The findings of this study showed that variables of friendliness, aggressiveness, pleasure and arousal significantly impact consumer’s real estate purchase decision; however, anthropomorphic tendency does not have a significant impact. Through theoretical analysis, it was found that spatial memory may have a role in the visual and display of the variables.

The merit of this paper lies in the discussion it has raised with regard to the intersection between theoretics of space and the chosen variables. In the field of business and management, often philosophical implications of spatiality may not be actively associated with numerical computation. This paper not only looks at brand anthropomorphism’s impact on real estate purchase decisions but also looks at friendliness and other mentioned variables as significantly impacting purchase decisions and linked to memory, space and affiliation.

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.

This study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the satisfaction of eating impulses, is followed by negative feelings – such as guilt and worry – linked to the consumption of hedonic or unhealthy foods.

An exploratory approach has been adopted. In particular, the critical incident technique among 87 individuals has been used to extract insights about visceral food pleasure.

Contrary to previous research results, this study shows that viscearl food pleasure is not a unitary phenomenon, identifying four types of different facets, two of which have a negative valence in terms of felt emotions post-consumption and psychological well-being (i.e. the “greedy” and the “maladaptive” experiences). More importantly, the other two facets are associated with positive consequences in terms of emotions felt post-consumption and perceived psychological well-being (i.e. the “social” and the “fair sin” experiences).

Companies that provide food experiences can prime meanings that influence consumers’ perceptions of the episode to elicit positive emotions post-consumption and psychological well-being.

Promoting a more holistic view of food consumption and psychological well-being can free consumers from negative emotions during food consumption episodes. Priming a particular meaning can be a way to do that. However, as visceral experience can still lead to health issues, this must be combined with an education process that makes consumers aware of their food habits.

This research challenges the idea that visceral food experiences are always negative. Indeed, when associated with particular meanings (i.e. social and reward), they have a positive valence post-consumption.

The paper proposes to investigate empirically consumers' quality perception of shrimps and cheese.

A sample of 320 respondents was included in an experimental design in which two food products, shrimps and cheese, two price‐levels, two levels of purchase involvement, and two types of physical surroundings, elegant and less elegant, were manipulated. The experiments included both simulated buying situations and simulated usage situations.

The research finds that in the buying situation both experiments perceived price had a positive effect on expected eating quality for high‐involved respondents but not for low‐involved respondents. In the usage situation the effect of expected naturalness on experienced naturalness was in both experiments stronger for high‐involved respondents than for low‐involved respondents. In addition, experienced eating quality positively affected respondents' pleasure‐feeling. The positive effect of experienced eating quality on pleasure‐feeling was stronger for respondents exposed to elegant physical surroundings than for respondents exposed to less elegant surroundings.

This research concentrated on analyzing two food products, fresh‐shelled shrimps and solid cheese. This could mean that the results may suffer from a lack of generalizability. A large cross‐section of products ought to be studied to improve the generalizability of the results. Also, the manipulation of price and physical surroundings were confined to two different levels. Thus, this research offers no specific guidelines on how to set specific prices or how to establish specific physical surroundings for the purpose of manipulating, e.g. consumers' perceived quality.

The results emphasize that food producers and retailers, among others, should seek an understanding of consumers' quality perception process in relation to both the buying and the usage situation.

This paper empirically investigates consumers' quality perception in both buying and usage situations. Also, the paper includes purchase involvement and physical surroundings as moderating variables of the quality perception process.

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.

The purpose of this paper is to investigate how consumers’ affective goal pursuit influences the relationship between their affect and satisfaction in services. In particular, it examines when affect can directly influence satisfaction and when such an impact is mediated by perceived service quality.

This research explores consumers’ consumption goals in three different service contexts, i.e., a primarily pleasure-seeking hedonic service context, a primarily arousal-seeking hedonic service context and a utilitarian (non-affect-seeking) service context.

Results from two studies show that the primary affective consumption goal determines which specific affect can directly influence satisfaction. Other desirable non-primary affect influences satisfaction through the mediation of perceived service quality.

This research focuses on the service contexts in which consumers’ primary consumption goals vary. Further research may focus on the priority and strength of a consumer’s various consumption goals in different services and study how the priority and strength of different consumption goals determine how affect influences quality and satisfaction.

The study provides several insights for service providers and retailers to recognize that consumers’ primary consumption goals may vary in different service contexts, for different consumers, and even at different usage situations. Accordingly, marketers need to develop different strategies for consumer with different goal pursuit in services.

While the literature has documented that consumer affect influences consumer satisfaction in general, it is unclear how different consumption goals influence the impact of affect on satisfaction. This research contributes to the consumer goal literature by demonstrating the importance of primary consumption goals in the post-consumption evaluation of services.

The purpose of this paper is to analyze the adoption process of e-book readers and examine how the perception concerning the advantages of this technology and its incompatibility with consumer values determine the pleasure felt and its effective use. The authors also propose that consumer involvement with information and communication technologies (ICTs) moderates these effects.

Hierarchical moderated regression analysis is used to test the proposed model with survey data from a sample of e-book reader owners.

Appraisal of the device’s reading features and the possibility for free downloading increases the pleasure found with its use and the extent to which it is actually used, whereas attachment to paper books decreases the emotional feeling, with some of these effects being moderated by the individual’s involvement with new ICTs. Pleasure mediates the influence of perceived advantages and attachment to the older technology on the use of the e-book reader device.

Two challenges to practitioners are suggested: to overcome the rejection of users who are less eager to experience pleasure and to use the e-reader, and to find the product’s objective or sensory characteristics that provide pleasure and promote long-lasting use.

The study extends previous studies on e-book readers by emphasizing the need to go beyond adoption intention. It analyzes effective use as a crucial measure of the true adoption of this technology and incorporates the perspective offered by the appraisal theory of emotion, which explains the key role of pleasure in this process.

The purpose of this paper is to understand the dynamics of pleasure related to chemsex from the perspective of French gay men and other men who have sex with men (MSM). Recognising that participants in chemsex are social actors, the authors diverge from the prominent “pathology paradigm” used in public health.

In-depth interviews were conducted with gay men and other MSM engaging in chemsex via snowball sampling (n=33). The authors explored the definitions of pleasure and the role of stimulants, sexual activity, smartphones and partners in chemsex pleasures.

Chemsex pleasures encompass multiple dimensions that go far beyond bodily pleasures, such as love or romantic relationships, socializing with significant others and sexual discovery through disinhibition. Narratives of pleasure were also, simultaneously, stories of suffering and distress. This dissonance can pose challenges to the participants in chemsex, their entourages and care providers.

Given that the focus of care for gay men and other MSM is on risk behaviors, the findings of this paper help nurture discussions where pleasure is integrated into a new, value-neutral framework of care that incorporates chemsex pleasures.

This study examined the perspectives of those actually participating in chemsex, allowing gay men and other MSM to relate the entirety of their experiences, in which pleasure is often at the forefront, without restriction.

Heightened levels of emotions, often negative, accompany the prospect and implementation of organizational changes. The failure to manage the emotions of change is cited as a reason for implementation problems and resistance to change. In this chapter, we examine the influences and consequences of emotions in the context of a large merger. Specifically, we examine the relationships between three cognitive assessments of the merger and the emotional reaction of pleasure toward the merger. With regard to consequences, we explore how pleasure with the merger relates to the length and affective tone of written suggestions for organizational improvements and postmerger attitudes of job satisfaction and turnover intention. Implications of our results are drawn for both scholars and organizational change agents.

Drawing on self-determination theory, this paper compares the effects of QR code payment method (autonomous vs dependent payment) on payment pleasure, its mechanism and the boundary condition in the mobile payment setting.

Four studies were conducted to examine the effect of QR code payment method on payment pleasure. In study 1, 108 undergraduate students were asked to recall a recent experience when they made either autonomous payment or dependent payment. Study 2 assigned 74 undergraduate students to either the autonomous or dependent payment. Study 3 replicated study 2, but recruited 75 customers in the field. For study 4, a total of 134 undergraduate students participated in a 2 (payment method: autonomous payment vs dependent payment) × 2 (product involvement: high vs low) between-subjects design.

The results of these four studies demonstrate that (1) customers derive more payment pleasure from autonomous payment, compared with dependent payments (study 1); (2) the sense of control mediates the effect of the payment method on payment pleasure (study 2 and study 3); and (3) product involvement moderates the mediating effect of the sense of control (study 4).

These findings contribute to the literature on mobile payment and payment experience. These findings also provide insight to merchants when they select an appropriate payment method and manage the customer payment experience.