New insights into emotion valence and loyalty intentions in relational exchanges
This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. self) of relational outcomes. Drawing on the theories of goal-directed behavior and agency of c...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Wiley
2018
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| Online Access: | https://eprints.nottingham.ac.uk/49112/ |
| _version_ | 1848797924695212032 |
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| author | McKechnie, Sally Nath, Prithwiraj Xun, Jiyao |
| author_facet | McKechnie, Sally Nath, Prithwiraj Xun, Jiyao |
| author_sort | McKechnie, Sally |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. self) of relational outcomes. Drawing on the theories of goal-directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer-determined relationship setting, the research finds that emotion valence and future loyalty intentions are contingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption-based emotions and has significant practice implications for relational behaviors. |
| first_indexed | 2025-11-14T20:11:36Z |
| format | Article |
| id | nottingham-49112 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:11:36Z |
| publishDate | 2018 |
| publisher | Wiley |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-491122020-01-10T04:30:15Z https://eprints.nottingham.ac.uk/49112/ New insights into emotion valence and loyalty intentions in relational exchanges McKechnie, Sally Nath, Prithwiraj Xun, Jiyao This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. self) of relational outcomes. Drawing on the theories of goal-directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer-determined relationship setting, the research finds that emotion valence and future loyalty intentions are contingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption-based emotions and has significant practice implications for relational behaviors. Wiley 2018-02-28 Article PeerReviewed application/pdf en https://eprints.nottingham.ac.uk/49112/1/New%20insights%20into%20emotion%20valence.pdf McKechnie, Sally, Nath, Prithwiraj and Xun, Jiyao (2018) New insights into emotion valence and loyalty intentions in relational exchanges. Psychology & Marketing, 35 (2). pp. 160-169. ISSN 1520-6793 Emotion valence; Goal attainment; Agency; Relational exchange; Gratitude; Grudge; Guilt http://onlinelibrary.wiley.com/doi/10.1002/mar.21077/abstract doi:10.1002/mar.21077 doi:10.1002/mar.21077 |
| spellingShingle | Emotion valence; Goal attainment; Agency; Relational exchange; Gratitude; Grudge; Guilt McKechnie, Sally Nath, Prithwiraj Xun, Jiyao New insights into emotion valence and loyalty intentions in relational exchanges |
| title | New insights into emotion valence and loyalty intentions in relational exchanges |
| title_full | New insights into emotion valence and loyalty intentions in relational exchanges |
| title_fullStr | New insights into emotion valence and loyalty intentions in relational exchanges |
| title_full_unstemmed | New insights into emotion valence and loyalty intentions in relational exchanges |
| title_short | New insights into emotion valence and loyalty intentions in relational exchanges |
| title_sort | new insights into emotion valence and loyalty intentions in relational exchanges |
| topic | Emotion valence; Goal attainment; Agency; Relational exchange; Gratitude; Grudge; Guilt |
| url | https://eprints.nottingham.ac.uk/49112/ https://eprints.nottingham.ac.uk/49112/ https://eprints.nottingham.ac.uk/49112/ |