The Influence of Emotions on Satisfaction with Movie Consumption

Abstract

The influence of emotions on consumer satisfaction should be particularly important in the area of aesthetic products and more broadly for experiential products which should generate emotional reactions during time devoted to the consumption process. The purpose of the research presented in this paper is to analyze the influence of emotional reactions generated by a movie on the level of satisfaction associated with this movie. After introducing the theoretical framework and describing the research design, presentation of the results includes three parts: 1. validation of an emotion scale and identification of four emotional dimensions, 2. influence of these dimensions on the level of satisfaction generated by a specific movie attendance, and 3. comparative analysis of patterns of influence of durable involvement with the product category on the process of evaluation of a specific movie. Main results are: identification of four emotional dimensions: two factor structure of positive and negative emotions; quietness (or absence of arousal); surprise; evidence of a strong influence of emotional content of experience on satisfaction level; comparative analysis of the influence of generalized involvement suggests an indirect model in which emotions play a mediating role in the influence of generalized involvement on situational satisfaction.