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The focus in ICT development has shifted from performance to maximization of tangibility. In particular, the interests in emotion-based services increase and more attention is paid to improving the quality of service and maximizing tangibility. Hence, it is necessary to model human emotions and utilize inferred emotions for services in order to enhance the quality of emotion-based personalized services. To this end, this study aims to model personalized emotional space by means of V-A emotion model and to suggest a fuzzy-based emotion inference method.

This study takes advantage of V-A emotion model, AHP and fuzzy integral technique to implement an emotion inference based on the quantitative evaluation and systematic expression of human emotions. By means of AHP, the personalized V-A emotion model was established. Fuzzy measure and Choquet integral methods were applied for emotion inference based on the inputs of valence and arousal (V-A) values, with the results evaluated in an experiment.

Thayer's emotion model structures 12 human emotions in reference to V-A values. This structure, however, may differ depending on individuals, and thus a method to measure and express it appropriately is necessary. This study evaluates the relative weight of 12 emotions based on AHP and regularizes them to compose the personalized V-A emotional space by drafting the V-A model. In addition, fuzzy integral-based emotion inference has been tested in reference to the V-A values on the established V-A emotion space.

Fuzzy integral-based emotion inference has been tested in reference to the V-A values on the established personalized emotion space.

Nonprofit organizations face challenges recruiting volunteers for morally important activities that may generate fear, such as firefighting, aid work and delinquent counseling. The purpose of this study is to examine how voluntary organizations can instill the virtue of courage among potential volunteers and motivate them to participate in such activities.

Three experimental studies examined how fear, hope and courage relate to the likelihood of volunteering. Study 1 investigated how integral hope (hope related to the context, i.e. hope emanating from volunteering activities) and incidental hope (hope unrelated to the context, i.e. a general hopeful feeling) affect volunteering intentions when there is low vs high fear. Study 2 examined whether courage mediated the effects of hope on volunteering intentions when there is low vs high fear. Study 3 replicated the findings in a different volunteering context.

Integral hope (but not incidental hope) in the face of high fear generates courage leading to intentions to volunteer. Both integral hope and incidental hope motivate volunteering intentions through positive affect (but not through courage) in low fear contexts.

The hypothetical volunteering scenarios and the gender distribution in the samples restrict the external validity of the findings. Family background in volunteering was not controlled for. Moral courage, physical courage and psychological courage were not separately measured.

Nonprofit organizations recruiting volunteers for risky voluntary activities that induce high fear should use integral hope in their marketing communications to instill courage among potential volunteers. For voluntary activities that are not very risky and generate low levels of fear among potential volunteers, nonprofit organizations can recruit volunteers through communications that use either integral hope or incidental hope.

This research shows that hope and fear are critical emotions in relation to courage – an essential virtue for volunteers. Courage is manifested when there is high fear and integral hope. Findings contribute to the research literatures on the marketing of volunteering and the moral psychology of courage.

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.

This chapter focusses on ‘emotions’ as one of the most crucial elements of customer experience. Emotions form the basis of experience as well as the basis for assessing, interpreting, understanding and responding to situations, brands, events and organisations as a customer interacts with the organisation or any of the touchpoints throughout their purchase journey. We discuss the psychological context of emotions, the role emotions play in judgement and decision-making in general and more specifically consumer decision-making. In this chapter, we review the extensive literature and theory in psychology and customer experience to explain how customers perceive bundles of cues, selectively perceive and retain information, and how memories keep reinforcing experiences. We discuss the practical implications for business leaders focussing on understanding customers' emotions and utilising the knowledge to create and capture value through customer experience.

The study aims to synthesize the state of research on pride in consumer behaviour and marketing. Specifically, this study aims to understand the emergent themes of literature, the key theories, analytical techniques and methodologies used, as well as key variables associated with pride in consumer behaviour and marketing.

Using a systematic literature review process, the study analyses 59 research articles and structures its findings by using the theory–context–characteristics–methodology framework.

The review proposes a taxonomical classification of the multiple conceptualizations of pride. It identifies that the phenomenon and regulation of pride is explained using theories from psychological self-related research. Pride has been experienced in sustainable, advertising, luxury and digital consumption contexts. Reviewed articles showed an over-reliance on the quantitative methodology and the experimental method. The review identifies that pride is associated with positive outcomes and has considerable influence on consumer behaviour. Building on this analysis, 12 research questions are developed to encourage future research.

To the best of the authors’ knowledge, this study is the first structured review on the emotion of pride in the domains of consumer behaviour and marketing.

The purpose of this paper is to help introduce the empirical study of emotion within an institutional framework by examining shame and shaming as drivers of institutional stability and change, respectively.

The author conducted a qualitative study of 101 US print media articles generated by major US news publications and trade magazines from 1999 to 2011 in the wake of the Institute of Medicine’s (IOM) 1999 report To Err is Human: Building a Safer Health System.

This study resulted in two major findings. First, this research found that the institutions constituting the collective professional identity of physicians persisted via institutionalized shame inculcated in physicians during their extensive socialization into the medical profession. Potential shame over medical error served to reinforce institutionalized cultures which exacerbated medicine’s problems with error reporting. Second, this study reveals that field-level actors engage in shaming to affect institutional change. This research suggests that the IOM report was in effect a shaming effort directed at physicians and the institutions constituting their collective identity.

This study provides some verification of recent theoretical works incorporating emotion into institutional theory and also illustrates how shame can be incorporated into collective identity as an institutional imperative.

This study provides a rare empirical investigation of emotion within an institutional framework, and illuminates ways in which the emotion of shame interacts with institutional processes. This research also focusses on collective identity and institutional stability, two topics which are largely ignored by contemporary institutional researchers but are integral aspects of social life.

The existing literature on emotion regulation strategies provides important insights with regards to intrapersonal strategies for emotion regulation. However, in pointing out the limitations of intrapersonal emotion regulation models, it has been suggested that emotion regulation is not confined to intrapersonal processes and the complex social networks that humans form are intricately connected to their emotions. The previous work on financial traders has recognized the relevance of emotions in trading, focusing only on intrapersonal emotion regulation strategies. In this chapter, drawing on the author’s previous research on emotions in trading as well as existing research on social sharing of emotions and interpersonal emotion regulation, interpersonal emotion regulation strategies in the work of financial traders are identified. In doing so, an existing definition of interpersonal emotion regulation is extended and it is argued that while the pursuit of a regulatory goal is paramount, the benefits of interpersonal regulation may be achieved even in the absence of live social interaction, as long as labeling of the affective state takes place. The chapter concludes with a model summarizing intra–interpersonal emotion regulation processes.

The purpose of this second of two companion papers is to further review the insights provided by experimental studies examining financial decisions and market behavior.

Focus is directed on those studies examining explicitly, or with direct implications for, the most robustly identified phenomena or stylized facts observed in behavioral finance. The themes for this second paper are biases, moods and emotions.

Experiments complement the findings from empirical studies in behavioral finance by avoiding some of the limitations or assumptions implicit in such studies.

The author synthesizes the valuable contribution made by experimental studies in extending the knowledge of how biases, moods and emotions influence the financial behavior of individuals, highlighting the role of experimental studies in policy design and intervention.

A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated to the decision at hand) can also be powerful drivers of consumer decision-making and could influence responses to firm transgressions. This paper aims to examine the role of incidental gratitude, as compared to incidental pride and a control condition, in shaping the acceptance of questionable consumer behavior toward a transgressing firm and the mediating role of self-righteousness in this regard.

Four experimental studies are conducted to examine the effect of gratitude, as compared to pride and a control condition, on the acceptance of questionable consumer behavior against a transgressing firm. Further, this research tests the underlying mechanism and a boundary condition of the predicted effect.

The results show that consumers experiencing gratitude, as compared to pride and a control condition, judge a questionable consumer behavior directed against a transgressing firm as less acceptable. These different emotion effects are found to be explained by self-righteousness. The findings also demonstrate that an apology by the firm attenuates the effect of emotions on consumer response toward the transgressing firm.

The present research contributes to the literature on consumer punishment by identifying the role of incidental emotions in determining self-righteousness and ethical judgments. The research focuses on and contrasts the effects of two specific positive emotions – gratitude and pride.

This paper offers managerial implications for firms involved in a transgression by highlighting the potential of gratitude. Notably, the findings of this research suggest that gratitude activation via marketing communications may help firms mitigate the negative effects of transgression events.

The present research provides a novel perspective on when and how positive emotions, such as gratitude and pride, can differentially and systematically influence ethical judgment toward a transgressing firm.

This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian).

Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings.

Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature.

Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing.

The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns.

The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.