Understanding emotional reactions for negative services: The impact of efficacy beliefs and stage in process
This article examines consumers' emotional reactions for a specific negative service-a mammography screening test-and measures how such reactions are influenced by the consumer's stage in the screening process and her beliefs in the efficacy of the test. Stage in process moderates the relationship between test efficacy beliefs and stress, such that those obtaining screening tests feel more stress as their belief in the efficacy of mammography increases while those obtaining follow-up diagnostic tests feel less stress as their belief in the efficacy of mammography increases. Process measures indicate that fear of a positive mammogram result is uniquely associated with stress for those receiving a screening mammogram, while uncertainty regarding diagnosis is uniquely associated with stress for those receiving a diagnostic mammogram. Implications for better managing the testing experience and for understanding negative services more generally are discussed. © 2009 The Author(s).
Duke Scholars
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Related Subject Headings
- Marketing
- 3507 Strategy, management and organisational behaviour
- 3506 Marketing
- 3504 Commercial services
- 1505 Marketing
- 1504 Commercial Services
Citation
Published In
DOI
EISSN
ISSN
Publication Date
Volume
Issue
Start / End Page
Related Subject Headings
- Marketing
- 3507 Strategy, management and organisational behaviour
- 3506 Marketing
- 3504 Commercial services
- 1505 Marketing
- 1504 Commercial Services