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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.

This study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).

Data were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.

The results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.

This study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.

For the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.

This study extends the Mehrabian‐Russell environmental psychology model to include both emotional states and cognitive processing as mediators of the music‐intended behavior relationship. Our model specifically suggests that music affects customers’ perceptions of service quality and merchandise quality as well as feelings of arousal and pleasure, in the context of a women’s fashion store. The effect of music on service quality has not previously received much attention. In addition, it has been suggested that previous results of studies examining the effect of music on consumer responses may have been largely the result of individual music tastes. In the present study, therefore, the effect of music tastes is also examined. Findings indicated that liking of music has a major effect on consumers’ evaluations (pleasure, arousal, service quality and merchandise quality), while the music characteristics (specifically slow pop or fast classical) have an additional effect on pleasure and service quality. Further, pleasure, service quality and merchandise quality affected intended approach behaviors, and arousal contributed to these behaviors when the store environment was considered pleasant. Affiliation behaviors similarly resulted from service quality, pleasure and arousal, but not merchandise quality. Overall results indicate the importance of understanding the effect of music on both consumers’ internal evaluations as well as intended behaviors.

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.

The purpose of this paper is to introduce and define social food pleasure as a new conceptual framework that can promote pleasurable and healthy food experiences.

By reviewing the literature related to food well-being and pleasure primarily from marketing and management fields and by looking at current trends appealing to food consumers and food enjoyers, the authors propose a new conceptual framework of social food pleasure.

The authors conceptualize social food pleasure as “the enjoyment derived from the acts of sharing food experiences offline, online, and for society at large, that positively contributes to consumers’ overall pleasure and satisfaction with consumer’s food consumption”. Moreover, the authors identify three key contexts of applications of social food pleasure. Sharing offline relates to the social activities that can help achieve pleasure with food. Sharing online concerns new media tools which allow for the connection between consumers and food to enhance food pleasure. Sharing for society considers the current pleasure of consumers derived from having a positive social experience based on food consumption.

By defining social food pleasure and proposing a conceptual framework of the three contexts of application, the authors advance the understanding of what constitutes pleasurable food experiences, connecting it to healthy food choices and well-being.

The purpose of this paper is to answer the question of whether smartwatches will survive and gain their own niche within the consumer electronics market. Based on the stimulus–organism–response (S–O–R) framework, this study identifies and validates the impacts of both technological and fashion-related factors (interactivity, autonomy, visual aesthetics and self-expression) on product attachment towards smartwatches through user satisfaction and pleasure derived from their smartwatches.

The authors collected the survey data via online surveys from 198 respondents and tested measurement and structural models with the partial least square technique.

The authors found that both technological characteristics (interactivity and autonomy) and fashion-related characteristics (visual aesthetics and self-expression) have an impact on product attachment through pleasure.

Several other important characteristics of traditional wrist-watches such as durability or workmanship are not considered in this study, but should be included in future studies. The three-item measure of autonomy may be insufficient for more sophisticated wearable devices in the future. In future studies, the impact of product attachment on users’ continued usage should be examined.

This study provides important practical implications for smartwatch makers interested in product development, as users were found to consider fashion-related characteristics to be as important as technological characteristics.

This study is the first study that considers both aesthetic and technological factors for IT acceptance in the context of wearable devices. Also, instead of traditional IT acceptance measures such as continued use, this study investigates users’ product attachment, which is more relevant to the case of wearable devices.

Enthusiasm over technology is found among men. Or, at least, that is the impression we get from the main body of earlier research, which leaves us with an understanding of men as computer enthusiasts, while women are more reluctant and ‘rational’ in their relation to the computer. In this paper I will argue that women do in fact enjoy working with computers. The empirical material is from a study of a group of students taking a computer course. We will meet women who enjoy working with computers, and explore how they express their pleasure in relation to the computer. Contrary to earlier claims that ‘computing is incompatible with being a girl’, we will find that many of the 21 women in this study are not afraid to articulate their pleasure in computing.

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 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.

Consumers’ needs are satisfied by the pleasurable experience from a product’s promotional environment (e.g. store setting, advertisement, or catalogue page). The present paper examined whether components of experiential pleasure from a catalogue page influenced approach responses towards the featured fashion apparel product. Most hypotheses were supported. Specifically, sensory and cognitive pleasure from a catalogue page positively affected approach responses of global attitude, multi‐attribute attitude, and willingness to buy the featured product, but not price willing to be paid for the product. Statistically significant multiple regression analyses revealed that “experiencing oneself in the imagery involving the product” was the component of cognitive pleasure that affected the dependent variables, as hypothesized. Implications for marketing/consumer behavior research and promotional environments are provided.