Original paper

On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace

Volume: 96, Issue: 1, Pages: 101 - 127
Published: Mar 1, 2020
Abstract
This article presents new conceptual and managerial insights about consumer experiences of positive emotions in the marketplace and how to engineer these emotional experiences for business purposes. Specifically, we provide an in-depth conceptual analysis of three positive emotions that are of high relevance for marketers: (1) consumer pride, (2) consumer excitement, and (3) consumer relaxation. Through a systematic deconstruction of numerous...
Paper Details
Title
On the Experience and Engineering of Consumer Pride, Consumer Excitement, and Consumer Relaxation in the Marketplace
Published Date
Mar 1, 2020
Volume
96
Issue
1
Pages
101 - 127
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