Unraveling consumer suspense: The role of hope, fear, and probability fluctuations

Julie Guidry Moulard, Michael W. Kroff and Judith Anne Garretson Folse

Journal of Business Research, 2012, vol. 65, issue 3, 340-346

Abstract: This empirical research focuses on suspense, which is proposed to be a formative construct comprised of the emotions of hope and fear. Two measurement studies that focus on developing a scale for suspense, as well as scales for its two emotional components of hope and fear, are first presented. Next, using a 2 (approach appraisal)×2 (avoidance appraisal)×2 (probability fluctuation) experiment, we first show that hope and fear are valid indicators of suspense. We also determine that hope is influenced by an approach appraisal of a potential event, whereas fear is influenced by an avoidance appraisal of a potential event. Further, we demonstrate that probability fluctuation positively affects outcome uncertainty, which in turn, positively affects the anticipatory emotions of hope and fear.

Keywords: Suspense; Hope; Fear; Emotion; Anticipatory emotions; Cognitive appraisals; Affect; Probability; Uncertainty; Probability fluctuation (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:3:p:340-346

DOI: 10.1016/j.jbusres.2011.04.011

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