Developing A Scale To Measure Emotional Responses To Buying Complex Services: A Case Of Occupational Disability Insurance

Consumers have difficulties in purchasing complex services, such as occupational disability insurance (ODI), and experience strong negative emotions. However, thus far, research has mainly focused on the cognitive responses to the complexity and has neglected the emotional responses, such as consumers' negative emotional responses (NERs), to buying complex services. To fill this research gap, this article develops and validates a scale to measure NER in three studies. Emotional resignation and the fear of post-purchase dissonance have been identified as two negative emotions. By revealing two determinants and one consequence of NERs, their theoretical and practical relevance are emphasized.