Emotion as Cause, Effect, Mediator, and Moderator in Marketing: An Integrative Review and Future Research Directions
Suchi Aeron,
Zillur Rahman
Abstract:The study aims to synthesize four decades of research on emotions in marketing by delving into the specifics of who, where, how, what and when. Using quantitative and qualitative methods, 453 articles from top marketing journals were analysed. The study first presents a descriptive account of publication and citation metrics and theoretical underpinning, resolving contestation around emotion function as cause, effect, mediator and moderator. Secondly, using science mapping, along with performance and content a… Show more
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