How to win the consumer's heart? Exploring appraisal determinants of consumer pre-consumption emotions

Dung Le, Marlene Pratt, Ying Wang, Noel Scott, Gui Lohmann

Research output: Journal article publicationJournal articleAcademic researchpeer-review

45 Citations (Scopus)


Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of pre-consumption emotions remains under-explored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.

Original languageEnglish
Article number102542
JournalInternational Journal of Hospitality Management
Publication statusPublished - Jul 2020
Externally publishedYes


  • Affect-driven behavior
  • Cognitive appraisal theory
  • Decision-making
  • Emotions
  • Event
  • Experiential marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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