New insights into emotion valence and loyalty intentions in relational exchanges

McKechnie, Sally; Nath, Prithwiraj; Xun, Jiyao

Abstract

This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. self) of relational outcomes. Drawing on the theories of goal-directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer-determined relationship setting, the research finds that emotion valence and future loyalty intentions are contingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption-based emotions and has significant practice implications for relational behaviors.

Citation

McKechnie, S., Nath, P., & Xun, J. (2018). New insights into emotion valence and loyalty intentions in relational exchanges. Psychology and Marketing, 35(2), 160-169. https://doi.org/10.1002/mar.21077

• Journal Article Type: Article
• Acceptance Date: Nov 28, 2017
• Online Publication Date: Jan 10, 2018
• Publication Date: Feb 28, 2018
• Deposit Date: Jan 15, 2018
• Publicly Available Date: Jan 11, 2020
• Journal: Psychology & Marketing
• Print ISSN: 0742-6046
• Electronic ISSN: 1520-6793
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 35
• Issue: 2
• Pages: 160-169
• DOI: https://doi.org/10.1002/mar.21077
• Keywords: Emotion valence; Goal attainment; Agency; Relational exchange; Gratitude; Grudge; Guilt
• Public URL: https://nottingham-repository.worktribe.com/output/917408
• Publisher URL: http://onlinelibrary.wiley.com/doi/10.1002/mar.21077/abstract
• Additional Information: This is the peer reviewed version of the following article: McKechnie S, Nath P, Xun J. New insights into emotion valence and loyalty intentions in relational exchanges. Psychol Mark. 2018;35:160–169. https://doi.org/10.1002/mar.21077, which has been published in final form at https://doi.org/10.1002/mar.21077. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.