Product/Consumption-Based Affective Responses and Postpurchase Processes
Open Access
- 1 August 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 24 (3) , 258-270
- https://doi.org/10.1177/002224378702400302
Abstract
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.Keywords
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