Isabella Soscia

Bio: Isabella Soscia is an academic researcher from Skema Business School. The author has contributed to research in topics: Happiness & Appeal to emotion. The author has an hindex of 9, co-authored 17 publications receiving 496 citations.

Gratitude, delight, or guilt: The role of consumers' emotions in predicting postconsumption behaviors

Abstract: This study investigates the relationships among appraisals (goal congruence/incongruence and agency), consumption emotions (gratitude, happiness, guilt, anger, pride, and sadness), and post-consumption behaviors (positive and negative word of mouth, repurchase intention, and complaint behavior). The findings demonstrate that these emotions predict different specific types of post-consumption behaviors and that they are elicited by appraisals specified in the psychology literature. In particular, gratitude but not happiness, predicts repurchase intention and positive word of mouth. By contrast, guilt inhibits complaint behaviors and negative word of mouth. The implications of these findings for marketing practice are discussed. © 2007 Wiley Periodicals, Inc.

The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame

Abstract: Despite society’s increasing sensitivity toward green production, companies often struggle to find effective communication strategies that induce consumers to buy green products or engage in other environmentally friendly behaviors. To add clarity to this situation, we investigated the effectiveness of negative versus positive message framing in promoting green products, whereby companies highlight the detrimental versus beneficial environmental consequences of choosing less versus more green options, respectively. Across four experiments, we show that negatively framed messages are more effective than positively framed ones in prompting consumers to engage in pro-environmental behaviors. More importantly, we find that anticipated shame is the emotion responsible for this effect. Furthermore, both environmental concern and the type of product promoted serve as moderators; thus, the mediating role of anticipated shame is attenuated when environmental concern is low and the product is a luxury one. Finally, we discuss the theoretical and managerial implications of our work, along with its limitations and some directions for future research.

The Role of Signaling Identity in the Adoption of Personal Technologies

Abstract: Research Article

Repurchase Behavior in the Performing Arts: Do Emotions Matter without Involvement?

Abstract: Consumer repurchase behavior is a major concern for performing arts organizations because of its impact on their financial sustainability and competitive strength. Consequently, prior research has devoted a huge effort to the investigation of customer loyalty to individual performing arts organizations within a conceptual framework of within-category competition. However, arts consumption research has highlighted that performing arts organizations also face fierce competition from other categories of artistic and entertainment products, since consumers believe that different product categories are able to provide similar hedonic and entertainment value. Our paper investigates the antecedents of repurchase behavior at the product category level. Specifically, we focus on the interplay between positive emotions and product involvement as predictors of repurchase behavior in the performing arts at the product category level. In this context, we modeled four different types of relationships among positive emotions, product involvement, and repurchase behavior. We then conducted a survey among theatergoers and used structural equation modeling to test the rival models. Our findings indicate that product involvement fully mediates the relation between positive emotions and repurchase behavior in the performing arts.

Shame and Guilt

Abstract: The author explores the Biblical tale of Adam and Eve, Milton’s Paradise Lost, and the phenomenon of shame and guilt, its connection with religion, and its place and significance in human society. Key words Other – shame – guilt Resumo O autor explora a lenda de Adao e Eva, contada no livro de Milton “Paraiso Perdido”, e o fenomeno da vergonha e da culpa, a sua ligacao com a religiao e o seu lugar e significância na sociedade humana. Palavras-chave Outro – vergonha – culpa

Social research 2.0: virtual snowball sampling method using Facebook

Abstract: Purpose - The aim of this paper is to present a sampling method using virtual networks to study "hard-to-reach" populations. In the ambit of social research, the use of new technologies is still questioned because the selection bias is an obstacle to carry on scientific research on the Internet. In this regard, the authors' hypothesis is that the use of social networking sites (Web 2.0) can be effective for the study of "hard-to-reach" populations. The main advantages of this technique are that it can expand the geographical scope and facilitates the identification of individuals with barriers to access. Therefore, the use of virtual networks in non-probabilistic samples can increase the sample size and its representativeness. Design/methodology/approach - To test this hypothesis, a virtual method was designed using Facebook to identify Argentinean immigrant entrepreneurs in Spain (214 cases). A characteristic of this population is that some individuals are administratively invisible in national statistics because they have double nationality (non-EU and EU). The use of virtual sampling was combined with an online questionnaire as a complementary tool for Web 2.0 research in behavioural sciences. Findings - The number of cases detected by Facebook and the virtual response rate is higher than traditional snowball technique. The explanation is that people increase their level of confidence because the researcher shows his personal information (Facebook's profile) and also participates in their groups of interest (Facebook's groups). Moreover, the online questionnaires administration allows the quality of the information to be controlled and avoids duplication of cases. Originality/value - The present article is the first that uses Facebook as an instrument to study immigrants. Therefore its adoption represents a great challenge in the social research field because there are many barriers of access and search. It also proposes a novel mix of traditional methodologies updated with the use of new virtual possibilities of studying hard to reach populations, especially in areas of social research where the contributions of these methods are less developed.

Understanding the relationships between tourists' emotional experiences, perceived overall image, satisfaction, and intention to recommend

Abstract: The purpose of this study is to empirically test an integrative model linking tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. The model was tested using data collected from domestic tourists visiting Sardinia, Italy. Results show that tourists’ emotional experiences act as antecedents of perceived overall image and satisfaction evaluations. In addition, overall image has a positive influence on tourist satisfaction and intention to recommend. The study expands current theorizations by examining the merits of emotions in tourist behavior models. From a practical perspective, the study offers important implications for destination marketers.

The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions

Abstract: Modeling behavioral intentions remain an important area of research in tourism. This study empirically tests a model linking tourists' emotional experiences, satisfaction and behavioral intentions. The model proposes that satisfaction mediates the relationship between tourists' emotional experiences and behavioral intentions. Data were collected from international tourists visiting Petra, a UNESCO world heritage site. Contrary to theoretical predictions, results do not support the mediating effect of satisfaction on the relationship between emotions (joy, love, positive surprise, and unpleasantness) and behavioral intentions. Findings offer important strategic marketing implications for Petra in relation to branding and managing destination experiences.