Negative emotions, value and relationships: Differences between women and men

• Negative emotions experienced in a shopping environment differ for men and women.
• Negative emotions affect perceived value and loyalty more for women than for men.
• The effect of negative emotions on relationship commitment is stronger for men.

Service experiences are characterized by emotions that help shape the value in use received by the customer. Negative emotion plays an important role in all of consumer psychology and all too often consumers experience some degree of negative emotion during a consumption experience. This research sheds light on how these negative shopping emotions experienced by men and women in a typical shopping environment affect value and relationships in the form of shopper behavior, commitment and share of wallet. A theoretical process is explained and modeled with a sample of mall shoppers. Results overall suggest that negative emotions affect the shopping experience more for women than for men in terms of perceived value and loyalty. In contrast, the behavior–commitment relationship is stronger for men.