Content uploaded by Haim Mano
Author content
All content in this area was uploaded by Haim Mano on Oct 27, 2015
Content may be subject to copyright.
A preview of the PDF is not available
Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction
Abstract and Figures
This article examines the underlying dimensionality of three aspects of the post-consumption experience-product evaluation, product-elicited affect, and product satisfaction. In addition, the article integrates these concepts through a suggested causal framework. Students evaluated either a high- or a low-involvement product in current use, reported affective responses evoked by it, and assessed their levels of product-derived satisfaction. Analysis shows that two primary dimensions of product evaluation-utilitarian and hedonic judgment-can be viewed as causally antecedent to two dimensions of affect-pleasantness and arousal-and to product satisfaction. Implications of the conceptual framework and empirical findings for the study of consumption events are discussed.
Figures - uploaded by Haim Mano
Author content
All figure content in this area was uploaded by Haim Mano
Content may be subject to copyright.
... They are also experienced due to affective responses. Mano and Oliver (1993) explained that emotional reactions are subjective feelings that are evoked by evaluating experiences. Chen and Girish (2023) further proved that cognitive appraisals trigger emotions that influence behaviour. ...
... It is the involvement of a customer buying a product for the usage. According to (Mano & Oliver, 1993)it necessitates an assessment in which the customer links the performance of the product expectation with what is actually received. The conclusion of the particular assessment that the substitute brand which has been selected will that fulfil or surpasses the (Bloemer & Kasper, 1995). ...
Recognising the loyal customers of face care products is tremendously significant in the current market scenario. Measuring commitment towards the brand with face care products is highly difficult as new brands are entering into the market and the customers are switching the brands as they are no more loyal towards the brands. Here we are trying to test a consolidated model and check for the antecedent to brand loyalty and also check for the commitment of the customers towards the brands. It also aims to scrutinize does the relationship among the commitment and loyalty of the customers towards the brands. We collected the data from 658 customers of North Karnataka region who use face wash products. The data was verified through (PLS-SEM) with Smart-PLS software 4.0.9.9. DOI:https://doi.org/10.52783/pst.1716
... They were the first to noted that companies must improve not only their physical attributes of products, but also focus on generating experiences for consumers when they are in contact with products, since in the experience resides the power to generate emotions. In this sense, Novak, Hoffman and Duhachek (2003) affirm that the nature of the consumer experience has been extensively studied in traditional settings (Holbrook and Hirshman, 1982;Unger and Kernan, 1983;Hirschman, 1984;Havlena and Holbrook, 1986;Mano and Oliver, 1993), mainly focused on the impact of the environment of a commercial establishment and the type of product that is commercialized in the imaginative, emotional and evaluative responses of the consumption experience. Almost a decade later, books such as those by Schmitt and Simonson (1997) began to be published about the incorporation of marketing sensory experiences in products or brands that contribute to the organization's identity or brand recognition; or other theoretical studies such as those carried out by Pine and Gilmore (1998), who assured that there is a new economic context called "Economy of Experiences" which consists of generating economic value through four stages: commodities, goods, services and experiences. ...
This research has the general objective of analyzing the influence of experiential marketing on consumer engagement online in the fashion sector of the City of Aguascalientes. The most relevant aspects found in the review of the theoretical-empirical literature are presented, to later propose the possible direct and positive relationship between the variables: Experiential Marketing and online engagement, through the design of a theoretical model that presents the causal relationship between them. The type of research that was carried out was non-experimental, cross-sectional and with a correlational-causal scope, which leads to the development of an empirical study through the application of a questionnaire to young people between 20 and 34 years old, allowing to obtain quantitative data that was analyzed with the SPSS software and modeled using the structural equation technique to test and contrast the research hypotheses. JEL classification numbers: L67, L81, M15, M31.
... The Cognitive-Affective Model posits that customer satisfaction is a multi-dimensional construct influenced by both cognitive and emotional responses. According to this model, cognitive evaluations (e.g., perceptions of quality and value) and affective responses (e.g., feelings of pleasure or displeasure) jointly determine overall satisfaction (Mano & Oliver, 1993). This model underscores the importance of addressing both rational and emotional aspects of the customer experience to foster satisfaction and loyalty. ...
In the age of technology, it is quite important to understand the role of various developments on some of the crucial measures of a successful business enterprise. Customer satisfaction is one of the concepts which must be identified and regularly tracked by every business to ensure smooth and faster growth in business. Robotics is a wonderful innovation that enables banking organizations to serve its customers with hassle-free manner. It is useful in many account, finance and traditional functions of enterprise management. In this study, it has been attempted to explore and analyze the interlinkages of robotics process automation and customer satisfaction by empirical methods.
Today an increasing number of TV shows and movies are released on online video streaming platforms. This study proposes a forecasting modeling framework that uses measures of a show’s consumption emotional features, or viewer sentiments triggered by the show’s production emotional features such as plot, as predictors to forecast a web show’s viewership. Our forecasting modeling framework has three components: feature construction, feature selection through in-sample prediction, and out-of-sample forecasting. In feature construction, we take advantage of the increasingly popular live commenting function in video streaming, which allows viewers to post spontaneous, visceral comments while watching. We utilize machine learning techniques to process the voluminous, unstructured live comment data to form “emotion waves,” which depict the evolution in viewers’ moment-to-moment sentiments throughout the show. We characterize emotion waves to form measures of consumption emotional features. We separately characterize positive and negative emotion waves, as well as their relative positions, and also separately characterize emotion waves in different narrative segments of a show. In feature selection, we use an in-sample prediction model to verify our proposed measures and use only key measures with significant impacts to build the forecasting model. Lastly, in out-of-sample forecasting, we show that a small number of key measures formed over a small sample of live comments available shortly after a show’s release can effectively forecast the show’s viewership accumulated in an extended period after its release.
This study aimed to develop the Korean Consumption Emotion List (KCEL), a contemporary scale for measuring discrete consumption emotions. While consumers increasingly seek emotional value in consumption, existing scales developed decades ago in Western contexts may not fully capture modern consumer emotions. As sociocultural factors shape consumption emotions, a new scale is needed. To address this, this study conducted three sequential studies using a psychometric scale development procedure. Study 1 generated 92 initial emotion items through big data analysis of post‐purchase reviews. Study 2 refined the scale through consumer surveys, identifying 42 final items in 17 clusters and 2 dimensions through clustering and multidimensional scaling. The KCEL also demonstrated strong internal consistency and predictive validity. Study 3 applied the KCEL to examine emotion intensity in the context of satisfaction and dissatisfaction, confirming its applicability in diverse samples. The results suggest that the KCEL captures new consumption emotions previously unaccounted for in existing scales, reflecting shifts in modern consumption patterns. By establishing a discrete structure of consumption emotions, the KCEL expands the discussions on the role of consumption emotions in consumer behavior, strengthening prior research. These results highlight the importance of a discrete measurement and present the KCEL as a valuable tool for academic and marketing applications.
Despite the widely acknowledged relationships between customer satisfaction, delight, and loyalty, there is a gap in the current literature of how they manifest in an emerging market context. This study seeks to redress this by examining customer delight arousal and delight pleasure as post-consumption experiences predicted by customer satisfaction and seeks to validate empirically the nexus between these factors and customer loyalty to mobile service providers in an emerging African economy. Using data obtained from self-administered surveys with 500 customers of South African mobile service providers, this study employs the partial least squares structural equation modelling technique to validate the measurement model and examine the theorised relationships between the constructs. The findings suggest that satisfaction has multiple associations with customer delight arousal, delight pleasure, and loyalty. The results pinpoint that customer arousal is positively related to customer delight pleasure. In fact, the results emphasise that delight arousal and delight pleasure are heightened levels of satisfaction and that satisfaction and customer delight are associated with customer loyalty. Furthermore, the findings show that customers’ delight pleasure and delight arousal are complementary mediators in the satisfaction-customer association. This study addresses a gap in current literature by presenting and validating an alternative model that investigates the interplay of customer satisfaction, delight arousal, and delight pleasure in predicting customer loyalty in a technology service context in an emerging African country.
This study investigates how nostalgic destination-generated content on social media impacts travel intentions, emotional responses, and attitudes, with social influence as a moderating factor. Three experiments tested the hypotheses: Study 1 assessed travel intentions pre- and post-exposure to nostalgic destination-generated content. Study 2 examined nostalgic destination-generated content's effect on emotions, attitudes, and travel intention with mediation analysis. Study 3 explored social influence's moderating effect on nostalgic destination-generated content outcomes. The findings demonstrate that nostalgic destination-generated content enhances travel intentions among individuals facing travel constraints, both directly and indirectly, by evoking positive emotions and fostering favorable attitudes toward the content. Moreover, social influence, reflected through user engagement, further amplifies these effects. This research presents a novel approach by reconceptualizing nostalgia as both a motivator and a tool for overcoming travel constraints. It introduces specific measures for addressing these barriers through destination-generated content, expanding the understanding of travel constraint negotiation as a collaborative process that leverages social media to enhance travel intentions and reduce psychological obstacles.
In recent studies of the structure of affect, positive and negative affect have consistently emerged as two dominant and relatively independent dimensions. A number of mood scales have been created to measure these factors; however, many existing measures are inadequate, showing low reliability or poor convergent or discriminant validity. To fill the need for reliable and valid Positive Affect and Negative Affect scales that are also brief and easy to administer, we developed two 10-item mood scales that comprise the Positive and Negative Affect Schedule (PANAS). The scales are shown to be highly internally consistent, largely uncorrelated, and stable at appropriate levels over a 2-month time period. Normative data and factorial and external evidence of convergent and discriminant validity for the scales are also presented. (PsycINFO Database Record (c) 2010 APA, all rights reserved)
Factor-analytic evidence has led most psychologists to describe affect as a set of dimensions, such as displeasure, distress, depression, excitement, and so on, with each dimension varying independently of the others. However, there is other evidence that rather than being independent, these affective dimensions are interrelated in a highly systematic fashion. The evidence suggests that these interrelationships can be represented by a spatial model in which affective concepts fall in a circle in the following order: pleasure (0), excitement (45), arousal (90), distress (135), displeasure (180), depression (225), sleepiness (270), and relaxation (315). This model was offered both as a way psychologists can represent the structure of affective experience, as assessed through self-report, and as a representation of the cognitive structure that laymen utilize in conceptualizing affect. Supportive evidence was obtained by scaling 28 emotion-denoting adjectives in 4 different ways: R. T. Ross's (1938) technique for a circular ordering of variables, a multidimensional scaling procedure based on perceived similarity among the terms, a unidimensional scaling on hypothesized pleasure–displeasure and degree-of-arousal dimensions, and a principal-components analysis of 343 Ss' self-reports of their current affective states. (70 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The authors extend consumer satisfaction literature by theoretically and empirically (1) examining the effect of perceived performance using a model first proposed by Churchill and Surprenant, (2) investigating how alternative conceptualizations of comparison standards and disconfirmation capture the satisfaction formation process, and (3) exploring possible multiple comparison processes in satisfaction formation. Results of a laboratory experiment suggest that perceived performance exerts direct significant influence on satisfaction in addition to those influences from expected performance and subjective disconfirmation. Expectation and subjective disconfirmation seem to be the best conceptualizations in capturing satisfaction formation. The results suggest multiple comparison processes in satisfaction formation.
This article investigates the structure and intensity of naturally-occurring and induced affect using two different methodological paradigms, dimensionality and classification, and two different everyday contexts. The analyses revealed that the structures of feelings experienced during a lecture (naturally-occurring affect) and after exposure to TV ads (induced affect) are similar and can be described as points on a circumplex determined by Pleasantness and Arousal. Based on this circular structure, a synthesis aimed at describing the intensities of affective experiences is offered. Implications for the study of the structure of affect are discussed.
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
The authors extend consumer satisfaction literature by theoretically and empirically (1) examining the effect of perceived performance using a model first proposed by Churchill and Surprenant, (2) investigating how alternative conceptualizations of comparison standards and disconfirmation capture the satisfaction formation process, and (3) exploring possible multiple comparison processes in satisfaction formation. Results of a laboratory experiment suggest that perceived performance exerts direct significant influence on satisfaction in addition to those influences from expected performance and subjective disconfirmation. Expectation and subjective disconfirmation seem to be the best conceptualizations in capturing satisfaction formation. The results suggest multiple comparison processes in satisfaction formation.
A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.