The experience of . . . suspense: understanding the construct, its antecedents, and its consequences in consumption and acquisition contexts

Show full item record

Title: The experience of . . . suspense: understanding the construct, its antecedents, and its consequences in consumption and acquisition contexts
Author: Guidry, Julie Anna
Abstract: ?Will my flight be cancelled ? ? ?Will I win the eBay auction ? ? These consumption and product acquisition situations would trigger the experience of . . . suspense . Suspense is defined as the overall anticipatory arousal associated with the hope and /or fear felt by a consumer assessing the likelihood of occurrence of an important and imminent consumption or acquisition event . If one views a potential outcome as causing pleasure (an approach appraisal ) , hope will be felt , while if one views a potential outcome as causing pain (an avoidance appraisal ) , fear will be felt . Other variables expected to indirectly impact suspense are frequency of probability change , degree of probability change and anticipation time . The conceptual model in this dissertation also proposes that people have an attitude toward the anticipation period and identifies four resolution emotions , satisfaction , disappointment , relief , and anguish , which may occur once the outcome is known . Further , attitude toward anticipation period and the resolution emotions are expected to affect attitude toward overall experience . Three studies were conducted . The objective of Studies 1 and 2 was to develop scales yielding reliable scores of hope , fear , and suspense . Fifty words related to hope , fear , and suspense were generated . In Study 1 , 553 participants rated the words on the evaluative and activity dimensions using 18 semantic differential scale items . O -technique factor analysis was used to analyze the data in Study 1 . In Study 2 , 354 participants read one of three suspenseful stories , then indicated their hope , fear , and suspense . Exploratory and confirmatory factor analyses were used in Study 2 . Study 3 consisted of an experiment in which 241 participants read a suspenseful house -buying scenario , then indicated their hope , fear , and suspense . Structural equation modeling was used to analyze the data in Study 3 . Results supported the conceptualization of suspense : both hope and fear had a positive effect on suspense . Additionally , approach appraisal had a positive effect on hope , and avoidance appraisal had a positive effect on fear . The moderating effect of frequency of probability change was not supported . However , frequency of probability change did have a positive effect on both hope and fear .
URI: http : / /hdl .handle .net /1969 .1 /1529
Date: 2005-02-17

Citation

The experience of . . . suspense: understanding the construct, its antecedents, and its consequences in consumption and acquisition contexts. Available electronically from http : / /hdl .handle .net /1969 .1 /1529 .

Files in this item

Files Size Format View
etd-tamu-2004C-MKTG-Guidry.pdf 944.7Kb application/pdf View/Open

This item appears in the following Collection(s)

Show full item record

Search DSpace

Advanced Search

Browse