Emotions and Consumption Behaviour

The stimulating book scrutinizes how emotions function in consumers, from both a psychological and a managerial perspective. It demonstrates how gratitude, happiness, guilt, anger, pride and sadness determine different post-consumption behaviors such as positive and negative word of mouth, repurchase intention and complaint behavior. The emotional side of consumption seems to play an essential role in explaining choices made and actions taken by consumers. The book scrutinizes how emotions function in consumers, from both a psychological and a managerial perspective. In particular, the cognitive antecedents and the action tendencies of happiness and unhappiness, social emotions such as guilt and pride, anger and gratitude are analyzed. The will equip managers with conceptual tools and managerial guidance to either prevent certain emotions from arising in consumers or generate desired emotions in consumers and so inhibit or promote appropriate actions. Using empirical examples, Isabella Soscia demonstrates that different emotions predict specific different types of post-consumption behaviors and that cognitive antecedents specified in the psychology literature elicit them. Emotions and Consumption Behaviour will prove invaluable for consumer behavior scholars and marketing scholars. Students will find the examples and short case study descriptions that clarify the theoretical content illuminating. As each of the emotions analyzed has different managerial implications, marketing managers, brand and product managers as well as advertising managers will find this book helps them to design marketing strategy.