Understanding Emotional Reactions for Negative Services: The Impact of Efficacy Beliefs and Stage in Process
研究消费者在接受乳腺X光检查这一负面服务时的情绪反应，发现检查阶段和效能信念共同影响压力水平，筛查者因害怕阳性结果而焦虑，诊断者因不确定性而焦虑。
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.