正向偶然情绪对同属顾客干预顾客不当行为的影响研究  

Research on the Effect of Positive Incidental Emotion on Fellow Customer’s Reaction to Jaycustomer’s Misbehavior

作　　者：费显政[1] 韩超 Fei Xianzheng;Han Chao(School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073)

机构地区：[1]中南财经政法大学工商管理学院,武汉430073

出　　处：《管理评论》2021年第6期134-143,共10页Management Review

基　　金：国家自然科学基金面上项目(71372211,72072182)。

摘　　要：面对顾客不当行为,同属顾客的干预意愿受到多种因素的影响。本研究着眼于探讨正效价偶然情绪的作用。三个实验研究发现:(1)相对于满足情绪,带有自豪、感激情绪的同属顾客有更高的干预意愿;(2)在高感知风险情境下,正效价情绪对干预意愿的作用会被抑制;(3)高兴和惊喜这两种情绪下,干预意愿的差异并不能得到验证。本研究利用进化心理学和情绪维持理论拓展了对消费情境中正效价偶然情绪的解读,同时也对评价倾向框架在正效价偶然情绪下适用性的质疑提供了新的证据。In the context of customer misbehavior,the fellow customer’s pro-social intervention intention,such as standing out and stopping the misbehavior( hereinafter referred to as intervention intention),is determined by lots of factors. The current research is mainly on the role of positive incidental emotion. By conducting 3 experiments,the authors suggest that: 1) the fellow customers who are in the incidental emotion of pride or gratitude will have higher intervention intention than those who are in the incidental emotion of contentment;2) positive incidental emotion’s effect will be attenuated if perceived risk is high;3) the supposed difference between the effect of joy and surprise can’t be supported. The current research extends the application of Evolutionary Psychology and Mood Maintenance Hypothesis in the context of customer misbehavior,and also provides a new proof on the query of Appraisal Tendency Framework’s robustness in positive incidental emotion.

关 键 词：正向偶然情绪 顾客不当行为 同属顾客 进化心理学 

分 类 号：F713.55[经济管理—市场营销]