Interpersonal Emotion Regulation: Consequences for Brands in Customer Service Interactions.

ABSTRACT: This research demonstrates that interpersonal emotion regulation-attempts to manage others' feelings-influences consumer perceptions during sales and service interactions impacting brand trust and loyalty. Building on previous research linking interpersonal emotion regulation to improved outcomes between people, across five experiments, we demonstrate that antecedent-focused interpersonal emotion regulation strategies result in enhanced brand loyalty and brand trust compared to response-focused interpersonal emotion regulation strategies. Analysis of mediation models reveals this effect is explained by changes in the consumer's emotions, which in turn influence evaluations of the service interaction and subsequently impacts brand outcomes. We identify reactance as a moderator of this effec

SUBMITTER: Reeck C 

PROVIDER: S-EPMC9223079 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature