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Abstract

One hundred and forty-nine verbal descriptions of consumption experiences were analyzed for important emotion-related terms. Similarity judgments on the resulting twenty-eight words were used to cluster the adjectives and to create a pictorial representation using multidimensional scaling. The results of the analyses support the eight basic emotions postulated by Plutchik (1980). These findings. are contrasted with other research implying the superiority of Mehrabian and Russell's (1974) three-dimensional Pleasure-Arousal-Dominance paradigm in the context of consumption experiences. The apparent discrepancy is interpreted as reflecting a difference between analyses that focus, respectively, on the realms of words versus deeds. The practical implications of these results for the analysis of advertising messages and consumption experiences are discussed.