Creating emotions via B2C websites

Marilyn Y. Jones, Mark T. Spence, Christine Vallaster

Research output: Contribution to journalArticleResearchpeer-review

16 Citations (Scopus)

Abstract

Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how a website performs on these dimensions, positive or negative emotions may result. For example, using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising, while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Regardless of the valence of the resultant emotion, the feelings generated may attach to the brand. Because a goal of brand managers is to get consumers to associate positive emotions with a brand, a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications.

Original languageEnglish
Pages (from-to)419-428
Number of pages10
JournalBusiness Horizons
Volume51
Issue number5
DOIs
Publication statusPublished - Sep 2008

Fingerprint

Emotion
Web sites
Positive emotions
Managers
Social interaction
Purchase
Negative emotions
Interaction
Consumption patterns
World Wide Web
Communication media
Interactivity
Valence
Business communication
Electronic mail
Employees
Cookies

Cite this

Jones, Marilyn Y. ; Spence, Mark T. ; Vallaster, Christine. / Creating emotions via B2C websites. In: Business Horizons. 2008 ; Vol. 51, No. 5. pp. 419-428.
@article{d7a66787c95441b1ab205df54ca5d0db,
title = "Creating emotions via B2C websites",
abstract = "Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how a website performs on these dimensions, positive or negative emotions may result. For example, using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising, while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Regardless of the valence of the resultant emotion, the feelings generated may attach to the brand. Because a goal of brand managers is to get consumers to associate positive emotions with a brand, a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications.",
author = "Jones, {Marilyn Y.} and Spence, {Mark T.} and Christine Vallaster",
year = "2008",
month = "9",
doi = "10.1016/j.bushor.2008.03.009",
language = "English",
volume = "51",
pages = "419--428",
journal = "Business Horizons",
issn = "0007-6813",
publisher = "Elsevier",
number = "5",

}

Creating emotions via B2C websites. / Jones, Marilyn Y.; Spence, Mark T.; Vallaster, Christine.

In: Business Horizons, Vol. 51, No. 5, 09.2008, p. 419-428.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Creating emotions via B2C websites

AU - Jones, Marilyn Y.

AU - Spence, Mark T.

AU - Vallaster, Christine

PY - 2008/9

Y1 - 2008/9

N2 - Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how a website performs on these dimensions, positive or negative emotions may result. For example, using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising, while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Regardless of the valence of the resultant emotion, the feelings generated may attach to the brand. Because a goal of brand managers is to get consumers to associate positive emotions with a brand, a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications.

AB - Compared to offline media communications, business-to-consumer (B2C) websites possess unique characteristics that affect the likelihood of generating emotional reactions to the web experience itself, the brand, fellow customers, and employees of the firm. The emotion-causing antecedents elucidated in this article are the website's vividness, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how a website performs on these dimensions, positive or negative emotions may result. For example, using machine memory to automatically generate purchase recommendations based on prior consumption patterns may be perceived as pleasantly surprising, while a firm sending unsolicited emails based on a user's cookie trail may be annoying. Regardless of the valence of the resultant emotion, the feelings generated may attach to the brand. Because a goal of brand managers is to get consumers to associate positive emotions with a brand, a pre-condition to developing and managing a website is understanding these emotion evoking antecedents and their ramifications.

UR - http://www.scopus.com/inward/record.url?scp=48849104816&partnerID=8YFLogxK

U2 - 10.1016/j.bushor.2008.03.009

DO - 10.1016/j.bushor.2008.03.009

M3 - Article

VL - 51

SP - 419

EP - 428

JO - Business Horizons

JF - Business Horizons

SN - 0007-6813

IS - 5

ER -