In his paper Emotion and reasoning in human decision-making (Economics Discussion Papers, No 2019-8) Edmund Rolls points out that multiple and independent types of reinforcement exist in the human brain, and that they cannot be reduced to a common currency. The present commentary introduces...

"Waste not want not" expresses our culture's aversion to waste. "I could have gotten the same thing for less" is a sentiment that can diminish pleasure in a transaction. We study people's willingness to "pay" to avoid this spoiler. In one scenario, participants imagined they were looking for a...

Objective – Retailers today have acknowledged that incorporating great customer emotion product relationship can lead to total customer retention. In this paper an overview of the existing literature on customer emotion is provided before it is examined for the creation of customer emotion...

In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers' shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

Purpose: This paper presents a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion, and imagination in narrative transportation, and how these stages...

Service failure is a common problem that creates feelings of displeasure and dislike among consumers towards the service. Such feelings trigger negative word of mouth (NWOM) and desire to take revenge due to the anger and regret they feel caused by the service failure. However, there seldom any...