Emotions embody the value in tourism experiences and drive essential outcomes such as intent to recommend. Current models do not explain how the ebb and flow of emotional arousal during an experience relate to outcomes, however. We analyzed 15 participants’ experiences at the Vincentre museum and guided village tour in Nuenen, the Netherlands. This Vincent van Gogh-themed experience led to a wide range of intent to recommend and emotional arousal, measured as continuous phasic skin conductance, across participants and exhibits. Mixed-effects analyses modeled emotional arousal as a function of proximity to exhibits and intent to recommend. Experiences with the best outcomes featured moments of both high and low emotional arousal, not one continuous “high,” with more emotion during the middle of the experience. Tourist experience models should account for a complex relationship between emotions experienced and outcomes such as intent to recommend. Simply put, more emotion is not always better.
Previous event-related potentials (ERP) studies on the processing of emotional information in sentence/discourse context have yielded inconsistent findings. An important reason for the discrepancies is the different lexico-semantic properties of the emotional words. The present study controlled for the lexico-semantic meaning of emotional information by endowing the same person names with either positive or negative valence. ERPs were computed for positively and negatively valenced person names that were either congruent or incongruent to previous emotional contexts. We found that positive names elicited an N400 effect while negative names elicited a P600 effect in response to the incongruence. These results suggest that the integration of positive and negative information into emotional context exhibits different time courses, with a relatively delayed integration for negative information. Our study demonstrates that using person names constitutes a new and improved tool for investigating the integration of emotional information into context.
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Memory forms the input for future behavior. Therefore, how individuals remember a certain experience may be just as important as the experience itself. The peak-and-end-rule (PE-rule) postulates that remembered experiences are best predicted by the peak emotional valence and the emotional valence at the end of an experience in the here and now. The PE-rule, however, has mostly been assessed in experimental paradigms that induce relatively simple, one-dimensional experiences (e.g. experienced pain in a clinical setting). This hampers generalizations of the PE-rule to the experiences in everyday life. This paper evaluates the generalizability of the PE-rule to more complex and heterogeneous experiences by examining the PE-rule in a virtual reality (VR) experience, as VR combines improved ecological validity with rigorous experimental control. Findings indicate that for more complex and heterogeneous experiences, peak and end emotional valence are inferior to other measures (such as averaged valence and arousal ratings over the entire experiential episode) in predicting remembered experience. These findings suggest that the PE-rule cannot be generalized to ecologically more valid experiential episodes.
