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This study aims to investigate the effects of sick-, well- and healed-baby appeals used in fashion products on purchase intentions through anticipated emotions. Consumers' perceived saliency of the environmental issues in the fashion industry was examined as an influencing factor that further explains the persuasion of the advertising appeals.

Two sets of experimental studies were conducted with 201 participants in Study 1 and 186 participants in Study 2.

The results demonstrated that well- and healed-baby appeals increased purchase intentions fully mediated by anticipated positive emotions. In particular, the mediation effect was conditionally significant when individuals' saliency of environmental issues was low. The three types of advertising appeals did not differ in consumers with high saliency for environmental issues. A sick-baby appeal did not induce purchase intentions through anticipated negative emotions. The mediation effect of anticipated negative emotions did not work with any appeal type.

Retail marketers can use the findings to create commercial messages to persuade their fashion consumers. If the brand has consumers with low saliency, either educating consumers about the importance of environmental issues in the fashion industry or using a well- or healed-baby approach in their advertising can increase purchase intentions due to the increased anticipated positive emotions. Increasing the threat level of environmental problems by using a sick-baby appeal would not work, as consumers' anticipated negative emotions (e.g. feeling of guilt from not buying green products) would not convince them to purchase the green product.

The purpose of this paper is to identify variables that intervene in the relationship between shopping center image and frequency of visits to that shopping center. Variables investigated as intervening are desires, intentions, and positive anticipated emotions.

The method uses a two wave mail survey. One wave gathers intentions and variables antecedent to intentions while a second wave gathers behavioral data.

Findings suggest that desire (i.e. motivation), intention, and positive anticipated emotions intervene between shopping center image and frequency of shopping center visits. Positive anticipated emotions are not emotions felt while shopping but are the expected emotional consequences of achieving a goal, in this case visiting a shopping center. Visiting a shopping center might be a goal in itself or it could be the means to goal attainment (e.g. shopping to get a product).

A limitation of the study is that results are aggregated across types of shopping centers and across respondent classifications.

Results provide evidence that desire, intention, and positive anticipated emotions intervene between shopping center image and frequency of visits to the shopping center. Implications for shopping center managers are guidance for allocating resources towards increasing desire, intention, and positive anticipated emotions.

The value of this study is investigation of the process by which shopping center image impacts the frequency of visits to a shopping center. Focusing on this process should allow shopping center managers to more efficiently allocate resources. The value of this study is offering resource allocation guidance to shopping center managers.

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.

This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.

Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.

The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.

In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.

This study aims to explore the role of positive and negative anticipated emotions on adoption and continued usage of consumer products. The components of value eliciting anticipated emotions are investigated as well.

The conceptual model proposed is tested in two empirical studies, one focussing on functional and hedonic products and one on incremental and radical product innovations. Data are collected through online surveys on consumers and are analysed using structural equation modelling.

Results confirm the ability of anticipated emotions to influence product decision-making process. Moreover, anticipated emotions mediate the influence of value perceptions on product attitude. Findings show that these relationships vary greatly between initial adoption and further usage of the product.

Findings from this study may help marketers in the development of the right brand strategies and communication campaigns, aimed at building emotional connections with the consumer which prompt product adoption and usage.

Anticipated emotions, the predictions about the emotional consequences of a behaviour, have been acknowledged as strong drivers of consumer choices. Despite that, the role of anticipated emotions in product decision-making has not been explored yet. The present research, by means of a novel conceptual model, uncovers the role of anticipated emotions in both product adoption and continued usage decisions and depicts the components of value arousing such anticipated emotions.

This paper aims to contribute critical discussion about the role of expectations and anticipation in subsequent satisfaction by incorporating anticipated emotions into a model to measure satisfaction. Emotions have provided a foundation for many causative models in marketing, notably advertising, brand development and buyer behavior. However, models of customer satisfaction have been dominated by cognition rather than affect which has been under-researched in this context. Furthermore, a significant omission in the current literature is the impact of affective expectations.

A series of hypotheses relating anticipated and experienced emotions to satisfaction and behavioral intention are tested in the context of a relatively high involvement, hedonistic service encounter in a longitudinal quantitative study involving 304 participants.

The results indicate that the emotions expressed by respondents when thinking about the forthcoming event were significantly associated with post-experience emotions. Furthermore, it was observed that positive emotions had no effect on satisfaction, but there was a significant effect of negative emotions on (dis)satisfaction.

The results indicate a complex relationship between emotions, satisfaction and behavioral intention. Implications for management during the pre-consumption phase are discussed, including the benefits to be gained from pre-consumption communication that seeks to engage with consumers by arousing an anticipatory affect.

The paper makes a methodological contribution by using longitudinal data rather than retrospectively collected data of emotions, and uses an actual service encounter rather than a hypothetical scenario which has limited many previous studies of emotions.

The purpose of this study is to develop a model that integrates self-conscious emotions (i.e. anticipated guilt and anticipated pride) alongside the theory of planned behavior’s key explanatory factors to challenge the idea that recycling behavior is driven mainly by cognitive factors. The model is empirically validated in the United Arab Emirates (UAE), a region where research are lacking despite generating one of the highest per capita solid waste and holding one of the lowest recycling rates.

The data was collected from the general public in the UAE using a two-wave survey (n = 287). The first wave of data collection measured the constructs except for the actual recycling behavior. The second wave assessed the respondent’s self-reported recycling behavior for the previous fortnight.

Anticipated guilt, subjective norms, perceived effort and recycling knowledge are the main drivers of the intention to recycle. The latter impacts the actual recycling behavior positively. Attitude toward recycling and anticipated pride failed to predict the intention to recycle. Awareness of consequences triggers only anticipated pride, while the degree of concern is a significant predictor of both anticipated pride and guilt.

One key implication of this research is that governments in the Middle East have not only to focus on cognitive factors but also emotions to promote recycling behavior.

This study adds to the pro-environmental literature by showing that the decision to recycle is not only based on cognitive factors but also anticipated guilt. It is also one of the first that explore recycling behavior in the UAE.

The purpose of this paper is to examine the influence of social support on young adults with disabilities (YAWDs) independent mobility behavior with the aim of understanding how better to support this vulnerable consumer segment in their transition into the workforce.

A survey was conducted which examined how social support (high and low) influenced YAWD’s path to independent mobility behavior. The data were analyzed using partial least squares-SEM.

It was identified that different factors were more effective at influencing independent mobility behavior for high and low socially supported YAWDs. For high social support individuals, anticipated positive emotions and perceived behavioral control were found to drive attitudes to independent mobility with perceived behavioral control significantly stronger for this group than the low socially supported group. For the low socially supported group, all factors were found to drive attitudes which then drove individual behavior. One entire path (risk aversion to anticipated negative emotions to attitude to behavior) was found to be stronger for low supported individuals compared to high.

This study is unique in that it is the first to identify the theoretical constructs that drive vulnerable consumer’s independence behavior and understand how these factors can be influenced to increase independence. It is also the first to identify that different factors influence independent behavior for vulnerable consumers with high and low social support with anticipated negative emotions important for consumers with low social support and perceived behavioral control important for those with high social support.

In this chapter, we propose and empirically test a theoretical model on the relationships among gender-role orientation, anticipated emotions and entrepreneurs’ subjective entrepreneurial success (SES). Results using Bayesian path analysis in a sample of Greek entrepreneurs indicated that the effect of femininity on SES was stronger than that of masculinity. Positive anticipated affect mediated the effects of masculinity and femininity on subjective entrepreneurial success. We interpreted this as evidence in support of the idea that the social construction of sex and future emotional thinking are influential factors within the entrepreneurial ecosystem that have previously been researched separately.

This study examined potential sport tourists’ decision-making regarding a sporting event rescheduled due to the coronavirus disease 2019 (COVID-19) pandemic.

An extended model of goal-directed behavior – encompassing the perception of COVID-19, attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, desire and behavioral intention – was built and tested using survey data and structural equation modeling.

The perception of COVID-19 significantly influenced attitude, subjective norm, perceived behavioral control and positive anticipated emotion, which then collectively led to desire. Desire, alongside optimism bias, had a substantial impact on behavioral intention. However, the perception of COVID-19 was not related to negative anticipated emotion.

The findings highlight the roles that optimism bias and the perception of COVID-19 play in shaping individuals’ intentions to engage in sport tourism, suggesting how marketers and managers of sporting events should respond to the pandemic.