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APPENDIX BWHAT DOES MARKETING RESEARCH TELL US ABOUT CONSUMER EMOTIONS?

A number of important studies have been conducted by marketing experts defining the parameters of emotions associated with consumption. Six parameters suggest that evaluation of service by customers is a lot more complex than perhaps many have previously thought.

  1. Different industries elicit different emotions. Australian psychologist Michael Edwardson and others have discovered that certain emotions are more likely to be experienced with specific kinds of consumer experiences. For example, automobiles are more likely to create strong, positive feelings of joy and excitement rather than love and nostalgia. When there is a problem, automobiles are more likely to create ...

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