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Updated: Sep 6, 2025
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Psychophysiological Assessment of the Effectiveness of Emotion Regulation Strategies in Childhood
Published on: February 11, 2017
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Interpersonal Emotion Regulation: Consequences for Brands in Customer Service Interactions
Crystal Reeck1, N Nur Yazgan Onuklu2
1Marketing - Fox School of Business, Temple University, Philadelphia, PA, United States.
Frontiers in Psychology
|June 27, 2022
Summary
Managing others' feelings, known as interpersonal emotion regulation, impacts consumer trust and loyalty. Antecedent-focused strategies boost brand loyalty more than response-focused ones, influencing consumer emotions and perceptions.
Area of Science:
- Consumer Psychology
- Marketing Science
- Social Psychology
Background:
- Interpersonal emotion regulation (IER) involves managing others' feelings.
- Previous research links IER to improved interpersonal outcomes.
- Consumer perceptions are crucial in sales and service interactions.
Purpose of the Study:
- To investigate how antecedent-focused vs. response-focused IER strategies affect consumer perceptions.
- To examine the mediating role of consumer emotions and service evaluations.
- To identify reactance and visibility as moderators of IER effects on brand outcomes.
Main Methods:
- Five experiments were conducted to test the hypotheses.
- Mediation and moderation analyses were employed.
- Consumer perceptions, emotions, brand trust, and loyalty were measured.
Main Results:
- Antecedent-focused IER strategies led to greater brand loyalty and trust than response-focused strategies.
- Consumer emotions and service evaluations mediated the effect of IER on brand outcomes.
- Low reactance and low visibility of IER enhanced brand trust and loyalty.
Conclusions:
- Antecedent-focused IER positively influences consumer brand trust and loyalty through emotional pathways.
- Reactance and visibility are critical boundary conditions for IER effectiveness in consumer contexts.
- Findings support the process model of IER and offer practical marketing insights.
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