Post-Consumption Emotions: Exploring Their Emergence and Determinants

Abstract

Using data from a two-stage survey, this paper explores how pre-consumption anchors and post-consumption evaluations affect post-consumption emotions. It investigates whether post-consumption emotional responses can be traced to a consumer's
expectations, performance norms from previous experiences, primary evaluation of the experience and the disconfirmation of expectations. We made several interesting findings. Emotions that were classified as positive were affected by a consumer's expectations, norms, primary evaluation of the experience and disconfirmation evaluations. However, negative emotions were less complicated and were affected by pre-consumption expectations and the primary evaluation of the consumption.