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:...

The mere categorization effect indicates that increasing the number of categorizations for partitioning an assortment can motivate satisfaction. This paper seeks to further clarify the effect of categorization numbers on consumer satisfaction. As the number of categorizations starts to increase...

We investigated the effects of service quality and opportunistic behavior on customer trust, customer share and future intention in an integrated model. Empirical results indicate that trust has significant positive impact on both customer share and future intentions. The influence of service...

This study identifies differences in immediate and delayed post-consumption emotional assessments, triggering a dynamic shift in word-of-mouth evaluation and repurchase intention. Experiment 1 compares participants' responses to cellphone purchases in immediate and half-hour delay conditions....