Gratitude, delight, or guilt: The role of consumers' emotions in predicting postconsumption behaviors
Article first published online: 28 AUG 2007
© 2007 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 24, Issue 10, pages 871–894, October 2007
How to Cite
Soscia, I. (2007), Gratitude, delight, or guilt: The role of consumers' emotions in predicting postconsumption behaviors. Psychol. Mark., 24: 871–894. doi: 10.1002/mar.20188
- Issue published online: 28 AUG 2007
- Article first published online: 28 AUG 2007
This study investigates the relationships among appraisals (goal congruence/incongruence and agency), consumption emotions (gratitude, happiness, guilt, anger, pride, and sadness), and post-consumption behaviors (positive and negative word of mouth, repurchase intention, and complaint behavior). The findings demonstrate that these emotions predict different specific types of post-consumption behaviors and that they are elicited by appraisals specified in the psychology literature. In particular, gratitude but not happiness, predicts repurchase intention and positive word of mouth. By contrast, guilt inhibits complaint behaviors and negative word of mouth. The implications of these findings for marketing practice are discussed. © 2007 Wiley Periodicals, Inc.