The application of appraisal theories of emotions in the case of consumer confusion

Abstract

Purpose The purpose of this paper is to suggest a novel framework of consumer confusion based on the appraisal theories of emotions. Extant theoretical and empirical evidence on confusion continues to be vague on the connection between the emotional dimensions and behavioural consequences. The appraisal theories of emotions can help to expand the field of inquiry which is related to the topic of consumer confusion. Design/methodology/approach A concept-centric review of 112 publications on consumer confusion and research on emotions provides an integrative critical analysis of the nature of confusion and extends the literature. The review demonstrates that past research has advanced the understanding but not sufficiently explained all of the processes implicated in consumer confusion. Findings On the above grounds, the paper suggests that although confusion is environmentally driven, it can be seen as a dynamic process implicating two levels of consumer appraisals. Uncertainty/lack of understanding, goal inconsistency and motivational state form the basis of confusion; agency attribution and coping potential are, however, shaping the development of subsequent emotions and ultimately the expectations on consumer behaviour. Considered as a dynamic process, confusion has coping and behavioural implications. At the most central level, the importance of agency (or attribution) and coping potential is highlighted and the way these appraisals lead to different emotions and behaviours is discussed. Originality/value The paper advances extant consumer decision-making literature and proposes diverse emotions that are associated with the experience of confusion, behaviours that are expected, along with marketing implications and actions required for each of them.

Understanding emotional customer experience and co-creation behaviours in luxury hotels

“…This approach has been applied to examine the influence of environmental stimuli and to predict customer behaviours such as purchasing and loyalty in the context of hospitality services (Jang and Namkung, 2009; Jani and Han, 2015). These studies tend to overlook extensive human interactions between customers and service staff, however, which also affect customer emotions (Anninou, 2018). Alternatively, the categorical approach has been used to identify a basic set of emotions from cross-cultural studies.…”

“…For example, frustration is the result of an incongruent goal with an appetitive motive (e.g., I wish to enjoy my hotel stay, but it is not possible) while relief emerges from a congruent goal with an aversive motivation (e.g., I do not want to miss my flight due to a long queue at the checkout. Fortunately, the hotel provides an express checkout service, which allows me to catch my flight)(Anninou, 2018).…”

Consumer confusion: a systematic review and research directions

“…Scholars have categorized such strategies in the literature as "(1) do nothing; (2) postpone/abandon the purchase; (3) clarify the buying goals; (4) seek additional information; (5) narrow down the set of alternatives; (6) share/ delegate the purchase" (Stanton and Paolo, 2012;Mitchell and Papavassiliou, 1997;Mitchell et al, 2005;Lu and Gursoy, 2015). Other strategies cited in the literature are decreased information search, sharing the decision with any knowledgeable people around or seeking professional help (Anninou, 2018), choose low price offers (Matzler et al, 2011), buying what others have bought (Kasper et al, 2010) or even deserting the purchase altogether (Huffman and Kahn, 1998). These existing coping strategies have been sufficiently addressed and tested empirically in the literature.…”

“…The consumer confusion area is still very underdeveloped in terms of testing established theories or modifying existing ones using confusion as a construct. It is only the very recent literature, where scholars have begun to understand this gap and conceptualised confusion frameworks using existing theories such as the appraisal theories of emotions and the behavioural perspective framework (Anninou, 2018;Anninou and Foxall, 2019). Similarly, theories from allied areas of psychology, emotions and decision-making can be used to theorise consumer confusion by researchers ahead.…”

Friend or foe? Chat as a double-edged sword to assist customers

“…Recent studies on customer services in France report that the proportion of customers having contacted customer service rose from 42 percent in 2012 to 81 percent in 2017 (BVA, 2016, 2017). Such figures, however, do not reveal whether problems encountered are solved by assistance requests or result in usage renunciation (Anninou, 2018; Kasabov, 2015) or product returns (Thouvenot et al , 2012).…”