Others' choices that turn out badly often elicit schadenfreude; that is, feelings of malicious joy about the misfortunes of others. We examine the impact of experiencing schadenfreude when choosing between conventional and unconventional options. Results show that individuals are relatively more...

Purpose: Frontline service providers are a key touchpoint in a customer’s overall experience with a brand. Though they are recognized as important contributors to brand experiences, service providers have received relatively little attention in both experienced marketing and branding...

Purpose This paper aims to examine the impact of key affective moments of a playful experience on consumers’ overall retrospective evaluations. Design/methodology/approach The authors build on past literature on hedonic psychology and sequential preferences and link it to specific...

This research examines the influence of final trend, temporal proximity, and source similarity on consumers' overall retrospective evaluations of sequential mixed affective experiences comprised of positive, negative, and neutral affective responses. Findings from the first experiment indicate...

Can properties of emotions other than valence influence consumers' responses to emotional ads? We show that consumers' processing motivation moderates whether their attitudes are based on the valence of or the resource demands imposed by the emotion featured in an ad. When motivation is low,...