Modeling the Cognitive Antecedents of Post-Consumption Emotions

Abstract

While much work has been done to model the antecedents of satisfaction, very little attention has been paid in the marketing literature to the antecedents of consumption emotions.  This paper explores one cognitive model of emotions and provides experimental evidence to show that cognitive   appraisals such as goal significance, outcome desirability, and attribution do influence various emotions. It is further shown that the effect of cognitive appraisals on behaviors are almost totally mediated mediated by the emotions. Empirical evidence which shows that emotions such as anger and shame are significant predictors of consumer behaviors over and above the predictive power of customer satisfaction is provided.