Primary and secondary effects of emotions on behavioural intention of theatre clients

Palmer, Adrian and Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657 2010. Primary and secondary effects of emotions on behavioural intention of theatre clients. Journal of Marketing Management 26 (13-14) , pp. 1201-1217. 10.1080/0267257X.2010.523008

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Abstract

Emotions have emerged as an increasingly important component of customer satisfaction and an antecedent of repurchase and referral behaviour. There has been relatively little reported research into the differential effects of positive and negative emotions, and furthermore, whether emotions act differently on core and secondary components of a service offer. This paper reports on a study of 513 theatre guests. The research framework distinguished between a core service offer, operationalised here as a musical performed on-stage, and the secondary service offer, which in this context referred to supporting facilities available at the venue. The analysis showed evidence that emotions have a differential effect on satisfaction with the core service (the musical performance) and the secondary service (the venue). While positive emotions had a direct and significant effect on both core satisfaction and secondary satisfaction, negative emotions had no effect on core satisfaction. Positive and negative emotions only had an effect on respondents' likelihood of recommending the core service to a friend. This paper contributes to our understanding of the effects of emotions on satisfaction and behavioural intention, and identifies that emotions primarily work on the elements of the service offer associated with its primary purpose.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HD Industries. Land use. Labor P Language and Literature > PN Literature (General) > PN2000 Dramatic representation. The Theater
Uncontrolled Keywords:	emotions, satisfaction, behavioural intention, theatre
Publisher:	Taylor & Francis
ISSN:	0267-257x
Last Modified:	28 Oct 2022 08:28
URI:	https://orca.cardiff.ac.uk/id/eprint/70878

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