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The Role of Negative Self-Conscious Emotions in Marketing Kathrynn Pounders Louisiana State University and Agricultural and Mechanical College

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The Role of Negative Self-Conscious Emotions in Marketing Kathrynn Pounders Louisiana State University and Agricultural and Mechanical College Louisiana State University LSU Digital Commons LSU Doctoral Dissertations Graduate School 2011 The good, the bad and the unintended: the role of negative self-conscious emotions in marketing Kathrynn Pounders Louisiana State University and Agricultural and Mechanical College Follow this and additional works at: https://digitalcommons.lsu.edu/gradschool_dissertations Part of the Marketing Commons Recommended Citation Pounders, Kathrynn, "The oodg , the bad and the unintended: the role of negative self-conscious emotions in marketing" (2011). LSU Doctoral Dissertations. 3088. https://digitalcommons.lsu.edu/gradschool_dissertations/3088 This Dissertation is brought to you for free and open access by the Graduate School at LSU Digital Commons. It has been accepted for inclusion in LSU Doctoral Dissertations by an authorized graduate school editor of LSU Digital Commons. For more information, please [email protected]. THE GOOD, THE BAD AND THE UNINTENDED: THE ROLE OF NEGATIVE SELF-CONSCIOUS EMOTIONS IN MARKETING A Dissertation Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College In partial fulfillment of the Requirements for the degree of Doctor in Philosophy In The Interdepartmental Program in Business Administration (Marketing) by Kate Pounders B.A. Lindenwood University, 2003 M.B.A. University of Southern Mississippi, 2004 May 2011 DEDICATION This dissertation is dedicated to My loving grandparents, Robert and Jacqueline Toolen My supportive parents, Dan and Lynn Pounders ii ACKNOWLEDGMENTS First, I would like to thank my husband, Dr. Tony Henthorne. I could not ask for anyone more supportive and loving than he has been since I started this program. He has provided unconditional love and support, he was always there to lend a listening ear, provided advice and encouragement, and remained devoted to me even when he had to take a backseat to my work. Early on he encouraged me to follow my career path and supported me throughout my journey to this achievement. Words cannot express the level of appreciation and gratitude I feel toward him. I would like to express my thanks to my parents, Dan and Lynn Pounders. My parents taught me to be self-motivated, have a strong work ethic, and take pride in my work. These values helped me to attain this achievement. I thank them for their love and support through all of my educational years. I also want to thank my sister, Annie, for her unconditional love, emotional support, and her ability to always make me laugh when I needed it most. I would be remiss if I did not extend great thanks and gratitude to Dr. Barry Babin, who was my motivation for joining a Ph.D. program. He introduced me into the world of academic research and inspired me to pursue my Ph.D. He has remained a wonderful mentor, tremendous colleague and dear friend since. I owe him boundless gratitude for the endless hours of support, advice and mentorship he has provided me over the years. It can never be repaid. I would also like to thank Dr. Judith Anne Garretson Folse, my mentor throughout my program and my dissertation chair. I cannot thank her enough for her time, endless effort, and guidance on helping me to succeed in all aspects of the program. I would also like to thank her for her positive attitude. When I was frustrated she never ceased to lift my spirits and help me get right back on track. She generously provided support and guidance beyond her scope of a dissertation chair. I would also like to give special thanks to Dr. William C. Black, who also contributed endless time and effort in making my dissertation successful. I would like to thank him for his contribution of ideas, forcing me to look “bigger,” and his expertise on structural equation modeling. My dissertation sure would have not have evolved without him. I would like to thank the rest of my committee members: Dr. Julie Guidry, Dr. Alvin Burns, Dr. Kevin Grobman, and Dr. Timothy Chandler. Thank you so much for taking the time to sit through my many presentations and always offer great feedback. I am so appreciative of your time and guidance. Finally, I could not have gotten through this process without the dear friends that I have made throughout this program – friends that I know will be lifelong friends. First, I would like to thank Mousumi, Anna and Yana. They took me under their wing when I first entered the program and provided nonstop support, even after they moved away. I also want to thank my own cohort: Carolyn, Elle and Nobu for their support and encouragement. What an amazing three individuals to go through a program with. Finally, I want to thank Meri for her friendship - I don’t think I could have gotten through some of those moments without her. iii TABLE OF CONTENTS DEDICATION .......................................................................................................................................... ii ACKNOWLEDGMENTS ........................................................................................................................ iii ABSTRACT ........................................................................................................................................... viii ESSAY ONE: INTRODUCING AN INTERGRATIVE FRAMEWORK OF EMBARRASSMENT, GUILT AND SHAME IN MARKETING ................................................................................................ 1 INTRODUCTION .................................................................................................................................... 1 BACKGROUND ....................................................................................................................................... 3 Differentiating Affect, Mood and Emotion .............................................................................................. 3 Emotions in Marketing .................................................................................................................................. 3 Consumption Emotions Set ......................................................................................................................................... 4 A Review of Psychological Theories .......................................................................................................... 6 Evolutionary Theory ...................................................................................................................................................... 6 James-Lange Theory ....................................................................................................................................................... 7 Cannon-Bard Theory ...................................................................................................................................................... 7 Schacter and Singer’s Two Factor Theory ............................................................................................................ 7 Facial Feedback Theory ................................................................................................................................................ 7 Cognitive Appraisal Theory ......................................................................................................................................... 7 Cognitive Appraisal Frameworks .............................................................................................................. 9 Lazarus ................................................................................................................................................................................. 9 Roseman ........................................................................................................................................................................... 11 Conclusions ..................................................................................................................................................................... 13 Negative Self –Conscious Emotions ........................................................................................................ 13 General Overview of Negative SC Emotions ..................................................................................................... 13 Three Negative SC Emotions ................................................................................................................................... 15 Distinctions Among SC Emotions .......................................................................................................................... 17 Negative Self-Conscious Emotions in Marketing ............................................................................................ 20 Summary of Background ........................................................................................................................................... 21 MOTIVATION ....................................................................................................................................... 22 Issue 1: Failure to Examine Negative SC Emotions in Consumption ........................................... 22 Summary of Issue 1 ..................................................................................................................................................... 23 Issue 2: Distinguish Each Negative SC Emotions in Marketing ..................................................... 23 Summary of Issue 2 ....................................................................................................................................................
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