Emotions in Entrepreneurial Marketing: Insights from Bagozzi's Model

ABSTRACT: Using Bagozzi's self-regulation model as an analytical reference, this paper investigates the significance of emotions at the intersection of marketing and entreprenurship.Based on an organized literature review of eleven peer-reviewed papers, the study investigates how emotions work as mediators, moderators, and regulators in entrepreneurial behavior. The study centers four themes, namely: (i) Emotions as moderators of consumer and investor decision-making, (ii) Emotion as a strategic driver in narrative and experiential marketing,(iii) Emotions as quantifiable data through technology-mediated and digital entrepreneurship, and (iv) Emotions as regulative resources in entrepreneurial adaptation under adversity. These results highlight the fact that emotions are not marginally related to entrepreneurial actions but constitute central mechanisms of influence, motivation, and resilience for both value-creation processes as well as value communication. Drawing on marketing and entrepreneurship literature, the study has implications for our analysis of Bagozzi’s model as well as revealing important gaps in conceptual knowledge, suggesting a demand to even more systematically build upon an interdisciplinary empirical base. Viewing emotions as purposive, functional constructs contributes to increased insights into how emotions work in the context of entrepreneurial marketing and helps develop a foundation for theory advances and practical implications where market environments are emotionally charged.