This research investigates the role of emotional responses and cognitive structures in attitude formation from product trial experience of hedonic versus utilitarian products, when trial is preceded by different attribute information. The results indicate that, for utilitarian products,...

Purpose – The main objective of this paper is to compare consumers' online shopping behavior across three types of services (i.e. search, experience, and credence). Reviewing the marketing and psychology literatures, this study aims to propose that consumers' emotions (pleasure, arousal, and...