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How is Valence-Instrumentality-Expectancy Theory utilized in consumer behavior research?

Affect (psychology)

Consumer behaviour

Consumption (sociology)

Valence (chemistry)

Anticipation (artificial intelligence)

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Valence-Instrumentality-Expectancy Theory is applied in consumer behavior research to understand how anticipated emotions (AEs) influence purchase decisions based on valence and action/inaction outcomes. This theory integrates positive and negative AEs related to both purchase and nonpurchase scenarios, affecting decision-making processes . Additionally, the theory emphasizes the importance of considering emotions in consumer decision-making, as emotions of the same valence can have varying impacts on judgments and behaviors . By incorporating AEs into decision processes, marketers can enhance predictions of attitudes, behavioral intentions, and actual behavior for both hedonic and utilitarian products, improving the overall understanding of consumer behavior .

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Open access•Journal Article•DOI Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters Anne Madeleine Kranzbühler, Alfred Zerres, M.H.P. Kleijnen, Peeter W.J. Verlegh - Show less +3 more 01 May 2020-Journal of the Academy of Marketing Science 40 Citations	Valence-Instrumentality-Expectancy Theory is surpassed by analyzing discrete emotions in firm-customer encounters, showing that specific emotions impact consumer judgment and behavior more effectively.
Open access•Journal Article•DOI The Role of Anticipated Emotions in Purchase Intentions Richard P. Bagozzi, Daniel Belanche, Luis V. Casaló, Carlos Flavián - Show less +3 more 01 Aug 2016-Psychology & Marketing 141 Citations	Valence-Instrumentality-Expectancy Theory is applied in consumer behavior research through the framework of anticipated emotions, considering positive/negative emotions and action/inaction in purchase decisions.
Open access•Journal Article•DOI Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory Petra Kahlfeldt 06 Jan 2023-Electronic Commerce Research	Not addressed in the paper.
Journal Article•DOI Consumer anticipation as a performative experience Tunyaporn Vichiengior, Claire-Lise Ackermann, Adrian Palmer - Show less +2 more 11 Jul 2023-European Journal of Marketing	Not addressed in the paper.
Open access•Journal Article•DOI Giving the Expectancy-Value Model a Heart Victor Henning, Thorsten Hennig-Thurau, Stephanie Feiereisen - Show less +2 more 01 Oct 2012-Psychology & Marketing 21 Citations	The Valence-Instrumentality-Expectancy Theory is enhanced by integrating emotion dimensions, improving predictions of attitudes, intentions, and behavior in consumer decision making, as shown in the study.

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