Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework

Irfan Shamim; Geetha Mohan

doi:10.1108/sjme-02-2024-0040

journal article Open Access Mar 12, 2025

Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework

Irfan Shamim Geetha Mohan

Spanish Journal of Marketing - ESIC Vol. 30 No. 2 pp. 142-166 · Emerald

View at Publisher Save 10.1108/sjme-02-2024-0040

Abstract

Purpose
This study aims to conduct a systematic literature review on the Broaden-and-Build theory (BBT) in marketing to consolidate its applications, examine its impact on consumer behavior and outline directions for future research.

Design/methodology/approach
Using the theory, context, characteristics, methodology framework, the authors analyzed 75 peer-reviewed articles from Scopus spanning 2000–2023. This review categorizes BBT’s integration in marketing, examining methodological trends, variable relationships and domain applications to reveal current research gaps.

Findings
Results indicate a growing integration of BBT in consumer behavior research, identifying six key application categories (e.g. brand loyalty and digital engagement) and eight recurring themes (e.g. cognitive broadening and resource-building). The findings show that, although BBT’s focus on positive emotions is established in traditional marketing, gaps remain in digital marketing, sales and tourism/hospitality, especially regarding BBT’s unique cognitive and resource-building effects on consumer engagement.

Research limitations/implications
This review’s focus on English-language, peer-reviewed sources may limit comprehensiveness.

Practical implications
This study offers actionable strategies for marketers to apply BBT, suggesting the design of emotionally resonant campaigns that enhance digital engagement, foster brand loyalty and maximize consumer well-being.

Originality/value
This paper maps BBT’s underexplored domains in marketing, emphasizing its theoretical and practical applications. It uncovers the relationship between positive emotions and consumer engagement, demonstrating how BBT can inform effective marketing strategies in areas such as digital engagement and brand loyalty, thus offering a roadmap for future research.

Topics

No keywords indexed for this article. Browse by subject →

References

112

[1]

Ahlbom "Understanding how music influences shopping on weekdays and weekends" Journal of Marketing Research (2023) 10.1177/00222437221150930

[2]

Armenta "Functions of positive emotions: gratitude as a motivator of self-improvement and positive change" Emotion Review (2017) 10.1177/1754073916669596

[3]

Asebedo "Individual differences in personality and positive emotion for wealth creation" Personality and Individual Differences (2022) 10.1016/j.paid.2022.111854

[4]

Azab "Positive psychological capacities: the mystery ingredient in successful service recoveries?" Journal of Services Marketing (2018) 10.1108/jsm-11-2017-0407

[5]

Baloglu "Impact of experience on emotional well-being and loyalty" Journal of Hospitality Marketing and Management (2019) 10.1080/19368623.2019.1527269

[6]

Barclay "Approach or avoid? Exploring overall justice and the differential effects of positive and negative emotions" Journal of Management (2014) 10.1177/0149206312441833

[7]

Bartholomeyczik "The influence of incidental emotions on decision-making under risk and uncertainty: a systematic review and meta-analysis of experimental evidence" Cognition and Emotion (2022) 10.1080/02699931.2022.2099349

[8]

Bass (2006) 10.4324/9781410617095

[9]

Bendall "Emotion has no impact on attention in a change detection flicker task" Frontiers in Psychology (2015) 10.3389/fpsyg.2015.01592

[10]

Bilgihan "Service attributes as drivers of behavioral loyalty in casinos: the mediating effect of attitudinal loyalty" Journal of Retailing and Consumer Services (2016) 10.1016/j.jretconser.2016.03.001

[11]

Blaney "Affect and memory: a review" Psychological Bulletin (1986) 10.1037/0033-2909.99.2.229

[12]

Bridekirk "Harmonious passions support cognitive resources" Motivation and Emotion (2016) 10.1007/s11031-016-9561-y

[13]

Burns "Upward spirals of positive emotion and coping: replication, extension, and initial exploration of neurochemical substrates" Personality and Individual Differences (2008) 10.1016/j.paid.2007.08.015

[14]

C. Barnes "Customer delight and work engagement" Journal of Services Marketing (2014) 10.1108/jsm-02-2013-0051

[15]

Carlson "Pay it forward: the positive crossover effects of supervisor work—family enrichment" Journal of Management (2011) 10.1177/0149206310363613

[16]

Carstensen "Evidence for a life-span theory of socioemotional selectivity" Current Directions in Psychological Science (1995) 10.1111/1467-8721.ep11512261

[17]

Chang "Examining the integrated broaden-and-build model of positive emotions involving hope in a community sample of Argentinian adults: a selective test among victims of interpersonal aggression" Personality and Individual Differences (2024) 10.1016/j.paid.2023.112419

[18]

Chen "Subjective well-being, mobile social media and the enjoyment of tourism experience: a broaden-and-build perspective" Asia Pacific Journal of Tourism Research (2021) 10.1080/10941665.2021.1952285

[19]

Chiang "Emotion and service quality of anthropomorphic robots" Technological Forecasting and Social Change (2022) 10.1016/j.techfore.2022.121550

[20]

Cho "Power of good old days: how leisure nostalgia influences work engagement, task performance, and subjective well-being" Leisure Studies (2021) 10.1080/02614367.2021.1931415

[21]

Chou "When feeling good counts! impact of consumer gratitude and life satisfaction in access-based services" European Journal of Marketing (2023) 10.1108/ejm-08-2021-0655

[22]

Clark "Toward understanding the relationship between feeling states and social behavior" Cognitive Social Psychology (1982)

[23]

Cohn "Happiness unpacked: positive emotions increase life satisfaction by building resilience" Emotion (2009) 10.1037/a0015952

[24]

Cooper "Leader humor as an interpersonal resource: integrating three theoretical perspectives" Academy of Management Journal (2018) 10.5465/amj.2014.0358

[25]

Csikszentmihalyi (1990)

[26]

Dang "The impact of retailers’ indoor environmental quality on consumer purchase decision" International Journal of Retail and Distribution Management (2021) 10.1108/ijrdm-04-2020-0130

[27]

The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior

Edward L. Deci, Richard M. Ryan

Psychological Inquiry 2000 10.1207/s15327965pli1104_01

[28]

Doherty "An integrated landscape of fear and disgust: the evolution of avoidance behaviors amidst a myriad of natural enemies" Frontiers in Ecology and Evolution (2020) 10.3389/fevo.2020.564343

[29]

Ekman "Are there basic emotions?" Psychological Review (1992) 10.1037/0033-295x.99.3.550

[30]

Ekman "Facial expressions of emotion: new findings, new questions" Psychological Science (1992) 10.1111/j.1467-9280.1992.tb00253.x

[31]

Emmons "Joy: an introduction to this special issue" The Journal of Positive Psychology (2020) 10.1080/17439760.2019.1685580

[32]

Dual-Process Theories of Higher Cognition

Jonathan St. B. T. Evans, Keith E. Stanovich

Perspectives on Psychological Science 2013 10.1177/1745691612460685

[33]

What Good Are Positive Emotions?

Barbara L. Fredrickson

Review of General Psychology 1998 10.1037/1089-2680.2.3.300

[34]

The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions.

Barbara L. Fredrickson

American Psychologist 2001 10.1037/0003-066x.56.3.218

[35]

Fredrickson (2013)

[36]

Positive emotions broaden the scope of attention and thought‐action repertoires

Barbara L. Fredrickson, Christine Branigan

Cognition and Emotion 2005 10.1080/02699930441000238

[37]

Fredrickson "The undoing effect of positive emotions" Motivation and Emotion (2000) 10.1023/a:1010796329158

[38]

What good are positive emotions in crisis? A prospective study of resilience and emotions following the terrorist attacks on the United States on September 11th, 2001.

Barbara L. Fredrickson, Michele M. Tugade, Christian E. Waugh et al.

Journal of Personality and Social Psychology 2003 10.1037/0022-3514.84.2.365

[39]

Open hearts build lives: Positive emotions, induced through loving-kindness meditation, build consequential personal resources.

Barbara L. Fredrickson, Michael A. Cohn, Kimberly A. Coffey et al.

Journal of Personality and Social Psychology 2008 10.1037/a0013262

[40]

Gibbons "The fading affect bias begins within 12 hours and persists for 3 months" Applied Cognitive Psychology (2011) 10.1002/acp.1738

[41]

Gilal "The role of organismic integration theory in marketing science: a systematic review and research agenda" European Management Journal (2022) 10.1016/j.emj.2021.02.001

[42]

Gilal "Advancing basic psychological needs theory in marketing research" International Journal of Market Research (2023) 10.1177/14707853231184740

[43]

Gilal "The role of self-determination theory in marketing science: an integrative review and agenda for research" European Management Journal (2019) 10.1016/j.emj.2018.10.004

[44]

Gouldner "The norm of reciprocity: a preliminary statement" American Sociological Review (1960) 10.2307/2092623

[45]

Gross "Emotion regulation: current status and future prospects" Psychological Inquiry (2015) 10.1080/1047840x.2014.940781

[46]

Hartmann "Virtual nature experiences as emotional benefits in green product consumption" Environment and Behavior (2008) 10.1177/0013916507309870

[47]

Hodkinson "Fear of missing out’ (FOMO) marketing appeals: a conceptual model" Journal of Marketing Communications (2019) 10.1080/13527266.2016.1234504

[48]

Huber "Do more of what makes you happy? The applicability of signature character strengths and future physicians’ well-being and health over time" Frontiers in Psychology (2021) 10.3389/fpsyg.2021.534983

[49]

Ilies "Happy but uncivil? Examining when and why positive affect leads to incivility" Journal of Business Ethics (2020) 10.1007/s10551-018-04097-1

[50]

Jäger "Low arousing positive affect broadens visual attention and alters the thought-action repertoire while broadened visual attention does not" Frontiers in Psychology (2016) 10.3389/fpsyg.2016.01652

Showing 50 of 112 references

Metrics

2

Citations

112

References

Details

Published: Mar 12, 2025
Vol/Issue: 30(2)
Pages: 142-166
License: View

Authors

I

Irfan Shamim

Indian Institute of Management Kozhikode , Kozhikode, , and T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, India

G

Geetha Mohan

Indian Institute of Management Kozhikode , Kozhikode,

Cite This Article

Irfan Shamim, Geetha Mohan (2025). Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework. Spanish Journal of Marketing - ESIC, 30(2), 142-166. https://doi.org/10.1108/sjme-02-2024-0040

Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework

You May Also Like