The Effects of Satisfaction and Consumption Emotion on Actual Purchasing Behavior: An Exploratory Study

Abstract

Studying the role that consumption emotion plays in influencing post-consumption behavior is a key to improving our understanding of the satisfaction framework. Though satisfaction research has started examining the role of affective influences, most studies view emotion merely as an antecedent to satisfaction. This study models satisfaction as a consumption emotion and hypothesizes those consumption emotions such as happiness, anger and sadness will have significant effects on both behavioral intentions and actual behavior, over and above the effects of satisfaction. This exploratory study uses data from real customers making actual purchase decisions to verify the hypothesis. Implications for satisfaction research are discussed.