We naturally assume that negative customer emotions result in negative outcomes for a business. Fear, for instance, leads to avoidance, while anger leads to negative word of mouth. However, according to a study by Anne-Madeleine Kranzbühler, Alfred Zerres, Mirella H. P. Kleijnen and Peeter W. J. Verlegh, there is a negative customer emotion that, under specific … Continue reading The Guilt Paradox: How a Negative Customer Emotion Can Drive Positive Outcomes