Unraveling consumer suspense: The role of hope, fear, and probability fluctuations

作者: Julie Guidry Moulard , Michael W. Kroff , Judith Anne Garretson Folse

DOI: 10.1016/J.JBUSRES.2011.04.011

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摘要: Abstract This empirical research focuses on suspense, which is proposed to be a formative construct comprised of the emotions hope and fear. Two measurement studies that focus developing scale for as well scales its two emotional components fear, are first presented. Next, using 2 (approach appraisal) × 2 (avoidance (probability fluctuation) experiment, we show fear valid indicators suspense. We also determine influenced by an approach appraisal potential event, whereas avoidance event. Further, demonstrate probability fluctuation positively affects outcome uncertainty, in turn, anticipatory

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