The Theory of Emotions in Marketing

By Ming-Hui Huang. 2001

141 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/58395aad012c803e68fffc5cfaa89067c9d1b26b

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Jan Packer
2. N. Scott
3. Shanshi Li
4. Gabrielle Walters
5. A. Lavack
6. Yuhui Gao
7. Taeshik Gong
8. Youjae Yi

In Organizational Behavior and Human Resource Management

1. Taeshik Gong
2. Youjae Yi
3. A. Lavack
4. Jan Packer
5. Yuhui Gao
6. D. Silvera
7. F. Kropp
8. Szu‐Hsin Wu

In Sociology and Political Science

1. A. Lavack
2. Jan Packer
3. Yuhui Gao
4. Taeshik Gong
5. Youjae Yi
6. D. Silvera
7. F. Kropp
8. Szu‐Hsin Wu

Citations in the corpus

• A Comparative Analysis of Self-Report and Psychophysiological Measures of Emotion in the Context of Tourism Advertising (2018, background): “As suggested by Huang (2001), emotion in advertising and marketing is shortlived and rarely seen in its pure form, and basic emotion approaches (Izard 1977; Plutchik 1993) that limit consumers’ affective states to a specific emotion are problematic.”
• The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior (2008, background): “Thus, affective change precedes the behavioral response, a result consistent with the bulk of research in marketing (Bagozzi, Gopinath, & Nyer, 1999; Gardner, 1985; Huang, 2001).”
• Understanding emotional customer experience and co-creation behaviours in luxury hotels (2019, background): “Although the Consumption Emotion Set (CES) proposed by Richins (1997) captures primary emotions experienced directly from product consumption, emotions that emerge during service interactions are not well captured (Huang, 2001).”
• Review of emotions research in marketing, 2002–2013 (2014, background): “Despite these efforts, study of emotions in the marketing discipline is only in the preliminary stages (Holbrook and O’Shaughnessy, 1984; Bagozzi et al., 1998; Huang, 2001).”
• Using skin conductance and facial electromyography to measure emotional responses to tourism advertising (2018, methodology): “Huang (2001) considers that emotion within consumer behaviour is short lived and hardly ever seen in its pure form, and it is questionable to label emotion with a fixed name, as advocated by the basic emotion approach.”
• Impulse buying: the role of affect, social influence, and subjective wellbeing (2008, background): “Finally, the PANAS has a history of successful application in marketing, including the domains of product and service satisfaction, negative affect in advertising, and post-purchase behavior (Huang, 2001).”