Service dimensions for consumer emotions

Abstract

This study proposes important factors in service dimensions for consumer emotions and conducts a survey by questionnaire. We present three findings. (1) The orders of the survey results in the percentage of sample number with “hue angle” of beverage packaging, emotions, and impulse buying desire all showing “analogous > contrasting > complementary.” (2) In the questionnaire survey of emotions and impulse buying desire, “medium color temperature,” yellow green/green “analogous,” and the combination of these best aroused positive valence and desire. (3) Positive emotion dimensions can better arouse consumers’ impulse buying desire compared with negative emotion dimensions. We hope the proposals for classifications of service dimensions for consumer emotions made in this article will make a contribution to both improving service quality and the research progress on consumer emotion-oriented design and service.