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This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian properties.

In the first instance, consumer reviews for organic and non-organic cosmetics posted on the French Web site beauté-test.com were analyzed. Second, a full-factorial two product types (organic and non-organic) × three reviews (positive, negative and no reviews) experiment was conducted. Sixty French women tested a beauty product and evaluated it on hedonic and utilitarian (ambiguous and non-ambiguous) properties. In a second experiment, 132 English-speaking students evaluated an herbal tea at home, along a full-factorial two product types (fair-trade and non-fair-trade) × three product properties (hedonic, utilitarian ambiguous and utilitarian non-ambiguous) × two reviews (negative review and no review) between-subject design.

First, consumers are significantly less influenced by reviews for hedonic products compared to utilitarian products. In particular, they rely on reviews when evaluating utilitarian ambiguous properties (e.g. anti-aging properties) which they find difficult to judge on their own. Second, consumers are more resistant to the persuasive effect of reviews when the product focus is on sustainable (organic or fair-trade) credentials, in particular when judging ambiguous properties.

This paper explores a topic neglected in the literature so far: the moderating role of product properties and sustainability, in particular, on consumers’ responses to persuasion and consumer reviews in the context of this paper. Its originality lies in the demonstration that consumers learn through product testing for hedonic and utilitarian unambiguous product properties and through consumer reviews for utilitarian ambiguous product properties. Additionally, it highlights the resistance of sustainable products (organic and fair-trade in this research) to negative product reviews.

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.

Reports on a detailed evaluation of four one‐week marketing short courses for executives and focuses on before, during, and after assessments of the learning process and suggests that a wider use of such evaluative systems is long overdue. Posits that evaluative feedback after a course is completed can also be used to modify the next example, the study of marketing is now moving on from its early introductions. Aimed to discover whether marketing executives had applied any knowledge gained.

Models link between employees’ behavior and short‐ and long‐term customer perceptions. Subjects were confronted with five different video taped non‐routine service encounters (study 1) and eight manipulated routine service encounters (study 2). In study 1, two judges encoded behavior of service employees. With three types of behavior it was possible to explain customers’ feelings of warmth. Warmth also correlated with measures such as likeability, perceived quality and service loyalty. Study 2 used a hotel reception as a setting, and service quality was manipulated in eight different ways. Warmth correlated highly with post‐experience measures, had a dual impact on customer loyalty and increased intention to stay and willingness to pay more for the same service. Service firms should train employees to deal with emotions and to learn empathic behaviors.

Awe is an essential post-experience assessment; nevertheless, few studies have discussed its role in the field of outdoor sports or outdoor sports tourism. In this study, the authors aim to examine the effects of awe on participants' satisfaction and behavioral intention by considering the perceived vastness of the natural environment, perceived professionalism, and self-image congruity as drivers.

The authors proposed and empirically tested a research model based on a survey with 480 responses collected in China. The effect of awe is explored from the perspectives of both sufficiency logic and necessity logic by applying the combined use of partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).

The results show that the perceived vastness of the natural environment, perceived professionalism and self-image congruity are sufficient conditions for awe: these factors affect awe positively, which, in turn, positively affect satisfaction and behavioral intention. Furthermore, both the perceived vastness of the natural environment and perceived professionalism represent a necessary condition for awe. Awe acts as a necessary and sufficient condition for both participants' satisfaction and behavioral intention.

The results of this study suggest that the generation of awe can be used as a business strategy to influence outdoor sports participants' choices in practice. In addition to the unique natural environment, professional exercising and self-realization are key success factors in enhancing the positive evaluations of outdoor sports participants.

This study is a first attempt to identify the role of awe in outdoor sports activities. Methodologically, it provides a paradigm for the combined use of PLS-SEM and NCA in sports management research by identifying the necessary and sufficient effects of awe on outdoor sports participants' post-experience evaluation.

The “sharing economy” has blurred the lines between personal and commercial operations for many sectors of the economy. A convergence has occurred between hotel companies and home sharing platforms, as Airbnb is investing in brick-and-mortar hotels, and conversely hotel companies are investing in home sharing platforms as each of the sectors tends to mimic the other. Important aspects for the hosts of Airbnb are the quality of social interaction between guest and host and the level of authenticity of social exchanges provided by interactions with locals. There is both a quantitative and qualitative demonstration of professionalization within Airbnb's organization. The aim of this research is twofold: to measure to what extent guests are aware of the professional level of the host and to evaluate the importance of these professional aspects at the different moment of the vacation process (booking, stay, and post experience).

This paper examines how the career development and education of senior manufacturing managers in six electrical/electronics firms equipped them to support the priorities of the Taiwanese national strategy. It reviews the operations management literature, which is subsequently used to evaluate the work experiences and attendance at educational and/or training programmes of the senior managers responsible for manufacturing in the six plants. It shows that these senior managers had limited formal education in manufacturing topics, which was partly compensated for by a number of post‐experience programmes. It also shows that these managers had little prior exposure to manufacturing. This was true in terms of working at more junior levels or in working in related functions such as product development before these senior management appointments. It argues for a cadre of highly skilled manufacturing managers capable of sustaining the ideas built into the national strategy.

This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.

Utilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.

Three dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.

This research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.

E‐business is being heralded as the “new economy”. However, developments in the area of new online business‐to‐consumer (B2C) venture creation has been accompanied by varying degrees of success, and it is increasingly recognised that online venture creation does not materialise overnight. E‐business development typically follows an evolutionary cycle of initial experimentation with Internet technologies and the transformation of consumer propositions towards the creation of a commercially viable online presence. To enable entrepreneurs to negotiate this new business landscape, Netrepreneur simulates the initial start up phases of e‐business creation in the online economy. Through the modelling and electronic simulation of the e‐commerce environment, Netrepreneur aims to create a holistic understanding of the entrepreneurial process as well as encouraging participants to “learn by doing” in the simulated virtual world, instead of trial and error in the real e‐economy. This paper reviews the underpinning objectives for design conceptualisation, and the integration of the real and virtual business worlds within the netrepreneur system development. The latter section of the paper reports user survey responses collected from a questionnaire in two pilot investigations. The questionnaire collected information concerning acceptance, criticism and perceived learning achievement.

The given case deals with the fact that primary objectives of services producers and marketers are identical to those of all marketers: to develop and provide offerings that satisfy consumer needs and expectations, thereby ensuring their own economic survival. To achieve these objectives, service providers need to understand how consumers choose, experience, and evaluate their service offerings. It also talks about employing innovative techniques at the basic level by optimizing available resources offering quality service at value based pricing, thereby, increasing customer retention by developing the trust of the consumer.

Graduation or post graduation level students studying subjects pertaining to the services aspect of marketing, namely innovative service offerings, value for money, service experience and evaluation, challenge of integrating the 4 A's of services marketing and offering them in sustainable quality, promotional or communication mix for services and consumer behaviour.

Today's dual-career couples, single-parent families, and two-job families are realizing a burning consumer need: more time. Individuals in these and other non-traditional family configurations are overstressed with their work and home obligations and find that dealing with many of life's everyday tasks is overwhelming. For many customers, all types of shopping have become “drudgery or worse.” The antidote to this time deficiency is found in many new services that recover time for consumers. One such professional service is catering. The present case study deals with grass root level innovations in this service offering that adds flavour to our lives.

Understanding the catering services offering and its features in evolving consumer's world; analyzing the importance of optimizing available resources and offering customer satisfaction, ensuring marketers own economic survival; realizing the significance of value offering and related value based pricing for services; comprehending the importance of word of mouth in post experience evaluation in services; the effect of quality and quantity consciousness in marketers while offering catering services; and understanding obstacles and challenges faced by small and medium service industries at the initial level.

Teaching notes.