Chou, Ting-Jui; Chang, En-Chung; Zheng, Yanan; Tang, Xiaofei - In: Journal of Services Marketing 30 (2016) 1, pp. 115-127
Purpose The purpose of this study is to explore the effects of priming on consumer emotions and willingness to pay as consumers experience two services with two opposite valences. Design/methodology/approach A 2 (service experience sequence: failure–success, success–failure) × 3(priming:...