Arousal expectations and service evaluations

Abstract

Purpose – This paper aims to test a theoretical framework that explains arousal congruency effects on consumer perceptions of intrinsically pleasant service environments.Design/methodology/approach – A 3 (low and high target‐arousal manipulation plus control group) by 3 (low, medium and high actual arousal) true experimental design was used to test our research hypotheses in a cafe context. The research methodology involved video simulations and role‐playing instructions.Findings – The findings from our experiment indicate that that an intrinsically attractive store environment can be perceived as unpleasant if it fails to match the consumer's desired level of stimulation (arousal congruency). Similar congruency effects were found for satisfaction with the experience. The control group, on the other hand, responded positively to all levels of actual arousal, thus suggesting that arousal expectations are an important moderator of customer evaluations of service environments.Practical implications – The fin...