This study deals with consumer risk-taking experience through anticipated positive emotions. An online quasi-experiment was conducted on two service categories considered as risky: financial investments and extreme sports. The results show a strong moderation of service category within the relationship between salient perceived risk and emotions which are the unique antecedents of purchase intention.
AgarwalJ.MalhotraN.K. (2005), An integrated model of attitude and affect: Theoretical foundation and an empirical investigation, Journal of Business Research, 58, 4, 483–493.
2.
ArnouldE.J.PriceL.L. (1993), River magic: Extraordinary experience and the extended service encounter, Journal of Consumer Research, 20, 1, 24–45.
3.
AyadiN.MitchellV.-W. (2006), A netnographic study of risk taking behavior within the parachuting context, Proceedings of the 35th European Marketing Academy Conference, Athens, May, CD-Rom.
BagozziR.P.DholakiaU.M.BasuroyS. (2003), How effortful decisions get enacted: The motivating role of decision processes, desires, and anticipated emotions, Journal of Behavioral Decision Making, 16, 4, 273–295.
6.
BagozziR.P.GopinathM.NyerP.U. (1999), The role of emotions in marketing, Journal of the Academy of Marketing Science, 27, 2, 184–206.
7.
BauerR.A. (1960), Consumer behavior as risk taking, in HancockR.S. (ed.), Dynamic marketing for a changing world, Proceedings of the 43rd American Marketing Association Conference, Chicago, IL, June, 389–398.
8.
BaumgartnerH.SteenkampJ.-B.E.M. (1996), Exploratory consumer buying behavior: Conceptualization and measurement, International Journal of Research in Marketing, 13, 2, 121–137.
9.
BourgeonD.FilserM. (1995), Les apports du modèle de recherches d'expériences à l'analyse du comportement dans le domaine culturel, une exploration conceptuelle et méthodologique, Recherche et Applications en Marketing, 10, 4, 5–25.
10.
BraunK.A.GaethG.J.LevinI.P. (1997), Framing effects with differential impact: The role of attribute salience, in BrucksM.MacInnisD. (eds.), Advances in Consumer Research, 24, Association for Consumer Research, Ann Arbor, MI, 405–411.
11.
BrownT.L.GentryJ.W. (1975), Analysis of risk and risk-reduction strategies-a multiple product case, Journal of the Academy of Marketing Science, 3, 2, 148–161.
12.
CasesA.-S. (2002), Perceived risk and risk-reduction strategies in internet shopping, Journal of Services Marketing, 12, 4, 375–394.
13.
CelsiR.L.RoseR.L.LeighT.W. (1993), An exploration of high risk leisure consumption through skydiving, Journal of Consumer Research, 20, 3, 1–23.
14.
ChaudhuriA. (1997), Consumption emotion and perceived risk: A macro-analytic approach, Journal of Business Research, 39, 2, 81–92.
15.
ChaudhuriA. (1998), Product class effects on perceived risk: The role of emotion, International Journal of Research in Marketing, 15, 2, 157–168.
16.
ChoJ.LeeJ. (2006), An integrated model of risk and risk-reducing strategies, Journal of Business Research, 59, 1, 112–120.
17.
ConcharM.P.ZinkhanG.M.PetersC.OlavarrietaS. (2004), An integrated framework for the conceptualization of consumers' perceived-risk processing, Journal of the Academy of Marketing Science, 32, 4, 418–436.
18.
CunninghamS.M. (1967), The major dimensions of perceived risk, in CoxD.F. (ed.), Risk taking and information handling in consumer behavior, Boston, Harvard University Press, 82–108.
19.
DerbaixC. (1983), Perceived risk and risk relievers: An empirical investigation, Journal of Economic Psychology, 3, 1, 19–38.
20.
DerbaixC.PoncinI. (2005), La mesure des réactions affectives en marketing: évaluation des principaux outils, Recherche et Applications en Marketing, 20, 2, 55–75.
21.
DholakiaU.M. (1997), An investigation of the relationship between perceived risk and product involvement, in BrucksM.MacInnisD. (eds.), Advances in Consumer Research, Association for Consumer Research, Provo, UT, 159–167.
22.
DholakiaU.M. (2001), A motivational process model of product involvement and consumer risk perception, European Journal of Marketing, 35, 11/12, 1340–1359.
23.
DowlingG.R.StaelinR. (1994), A model of perceived risk and intended risk-handling activity, Journal of Consumer Research, 21, 1, 111–134.
24.
DuneganK.J.DuchonD.BartonS.L. (1992), Affect, risk, and decision criticality: Replication and extension in a business setting, Organizational Behavior & Human Decision Processes, 53, 3, 335–351.
25.
FinucaneM.L.HolupJ.L. (2006), Risk as value: Combining affect and analysis in risk judgments, Journal of Risk Research, 9, 2, 141–164.
26.
FlorenthalB.ShohamA. (2001), The impact of persuasive information on changes in attitude and behavioural intentions toward risky sports for arousal seeking versus arousal-avoidance individuals, Sport Marketing Quarterly, 10, 2, 83–95.
27.
FongC.P.S.WyerR.S. (2003), Cultural, social, and emotional determinants of decisions under uncertainty, Organizational Behavior & Human Decision Processes, 90, 2, 304–323.
28.
ForgasJ.P. (1994), Sad and guilty? Affective influences on the explanation of conflict in close relationships, Journal of Personality & Social Psychology, 66, 1, 56–68.
29.
GalanJ.-P. (2009), Musique et réponses à la publicité: Effets des caractéristiques, de l'appréciation et de la congruence musicales, Recherche et Applications en Marketing, 24, 4, 1–20.
30.
GanzahY. (2000), Judging risk and return of financial assets, Organizational Behavior and Human Decision Processes, 83, 2, 353–370.
31.
GraillotL. (1998), Émotions et comportement du consommateur, Recherche et Applications en Marketing, 13, 1, 5–23.
32.
GreatorexM.MitchellV.-W. (1994), Modelling consumer risk reduction preferences from perceived loss data, Journal of Economic Psychology, 15, 4, 669–685.
33.
HolbrookM.B.HirschmanE.C. (1982), The experiential aspects of consumption: Consumer fantasies, feelings, and fun, Journal of Consumer Research, 9, 2, 132–140.
34.
IsenA.M.BaronR.A. (1991), Positive affect as a factor in organizational behavior, Research in Organizational Behavior, 13, 1, 1–54.
35.
JamiesonL.F.BassF.M. (1989), Adjusting stated intention measures to predict trial purchase of new products: A comparison of models and methods, Journal of Marketing Research, 26, 3, 336–345.
36.
KaplanL.B.SzybilloG.JacobyJ. (1974), Components of perceived risk in product purchase: A cross validation, Journal of Applied Psychology, 59, 3, 287–291.
37.
LeighB.C. (1999), Peril, chance and adventure: Concepts of risk, alcohol use and risky behavior in young adults, Addiction, 94, 3, 371–383.
38.
LoewensteinG.F.WeberE.U.HseeC.K.WelchN. (2001), Risk as feelings, Psychological Bulletin, 127, 2, 267–286.
39.
LuceM.F.BettmanJ.R.PayneJ.W. (2001), Emotional decisions: Tradeoff difficulty and coping in consumer choice, in RoedderJ. (ed.), Monographs of the Journal of Consumer Research Series, University of Chicago Press, 1, 1–209.
40.
MalletS. (2001), Pour une clarification de la mesure du risque perçu, Proceedings of the XVIIe Conférence de l'Association Française du Marketing, Deauville, 1–30.
41.
ManoH. (1994), Risk-taking, framing effects, and affect, Organizational Behavior and Human Decision, 57, 1, 38–58.
42.
MehrabianA.RussellJ. (1974), An approach to environmental psychology, Cambridge, MA, MIT Press.
43.
MellersB. (2000), Choice and the relative pleasure of consequences, Psychological Bulletin, 126, 6, 910–924.
44.
MellersB.A.McGrawA.P. (2001), Anticipated emotions as guides to choice, Current Directions in Psychological Science, 10, 6, 210–214.
MitchellV.W. (1999), Consumer perceived risk: Conceptualisations and models, European Journal of Marketing, 33, 12, 163–195.
47.
MitchellV.W.GreatorexM. (1990), Consumer perceived risk in the UK food market, British Food Journal, 92, 2, 16–22.
48.
MorwitzV.G.SchmittleinD. (1992), Using segmentation to improve sales forecasts based on purchase intent: Which “intenders” actually buy?, Journal of Marketing Research, 29, 4, 391–406.
49.
NicholsonN.SoaneE.Fenton-O'CreevyM.WillmanP. (2005), Personality and domain specific risk taking, Journal of Risk Research, 8, 2, 157–176.
50.
NygrenT.E.IsenA.M.TaylorP.J.DulinJ. (1996), The influence of positive affect on the decision rule in risk situations: Focus on outcome (and especially avoidance of loss) rather than probability, Organizational Behavior and Human Decision Processes, 66, 1, 59–72.
51.
PeruginiM.BagozziR.P. (2001), The role of desires and anticipated emotions in goal-directed behaviours: Broadening and deepening the theory of planned behaviour, British Journal of Social Psychology, 40, 1, 79–98.
52.
PineB.J.GilmoreJ.H. (1998), Welcome to the experience economy, Harvard Business Review, 76, 4, 97–105.
53.
RichardR.van der PligtJ.de VriesN.K. (1996), Anticipated regret and time perspective: Changing sexual risk-taking behavior, Journal of Behavioral Decision Making, 9, 3, 185–199.
54.
RichinsM.L. (1997), Measuring emotions in the consumption experience, Journal of Consumer Research, 24, 2, 127–147.
55.
RoseliusT. (1971), Consumer rankings of risk reduction methods, Journal of Marketing, 35, 1, 56–61.
56.
RousselP.DurrieuF.CampoyE.El AkremiA. (2002), Méthodes d'équations structurelles: recherche et applications en gestion, Paris, Economica.
57.
SimonsonI. (1992), The influence of anticipating regret and responsibility on purchase decisions, Journal of Consumer Research, 19, 1, 105–118.
58.
ShohamA.RoseG.M.KahleL.R. (1998), Marketing of risky sports: From intention to action, Journal of the Academy of Marketing Science, 26, 4, 307–321.
59.
ShohamA.RoseG.M.KahleL.R. (2000), Practitioners of risky sports: A quantitative examination, Journal of Business Research, 47, 3, 237–251.
60.
SlovicP.FinucaneM.L.PetersE.MacGregorD.G. (2004), Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk, and rationality, Risk Analysis: an International Journal, 24, 2, 311–322.
61.
SrinivasanN.RatchfordB.T. (1991), An empirical test of a model of external search for automobiles, Journal of Consumer Research, 18, 2, 233–242.
62.
SteenkampJ.-B.E.M.BurgessS.M. (2002), Optimum stimulation level and exploratory consumer behavior in an emerging consumer market, International Journal of Research in Marketing, 19, 2, 131–150.
63.
StoneR.N.GrønhaugK. (1993), Perceived risk: Further considerations for the marketing discipline, European Journal of Marketing, 27, 3, 39–50.
64.
VolleP. (1995), Le concept de risque perçu en psychologie du consommateur: Antécédents et statut théorique, Recherche et Applications en Marketing, 10, 1, 39–56.
65.
WeberE.U.BlaisA.-R.BetzN.E. (2002), A domain-specific risk-attitude scale: Measuring risk perceptions and risk behaviors, Journal of Behavioral Decision Making, 15, 4, 263–290.
66.
WilliamsS.WongW.V.Y. (1999), The effects of mood on managerial risk perceptions: Exploring affect and the dimensions of risk, Journal of Social Psychology, 139, 3, 268–287.
67.
WuG.ZhangJ.GonzalezR. (2004), Decision under risk, in HarveyN.KoehlerD. (coord.), Blackwell handbook of judgment and decision making, Blackwell, MA, 399–424.
68.
ZaichkowskyJ.L. (1985), Measuring the involvement construct, Journal of Consumer Research, 12, 3, 341–352.
69.
ZeelenbergM. (1999), Anticipated regret, expected feedback and behavioral decision making, Journal of Behavioral Decision Making, 12, 2, 93–106.
70.
ZikmundW.G.ScottJ.E. (1973), A multivariate analysis of perceived risk, self-confidence and information sources, Advances in Consumer Research, 1, 1, 406–416.
