Moulard, Julie Guidry; Kroff, Michael W.; Folse, Judith … - In: Journal of Business Research 65 (2012) 3, pp. 340-346
This empirical research focuses on suspense, which is proposed to be a formative construct comprised of the emotions of hope and fear. Two measurement studies that focus on developing a scale for suspense, as well as scales for its two emotional components of hope and fear, are first presented....
