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Consumption Emotions
The role of affective states in the consumer decision process has become a critical issue in the study of product and service consumption. It has been widely argued that consumers’ satisfaction toward service experience is influenced by their feelings and emotions. Consumption emotions are the set of emotional responses elicited specifically during service experience or product usage. They also affect postpurchase decisions and behavior. This entry focuses on emotional responses to service experiences and discusses their influence on consumer behavior, various methods for measuring, and implications for service quality management.
Emotional Responses to Service Experiences
Hedonic services (e.g., theme park visits) are primarily consumed for pleasure, whereas utilitarian services (e.g., bank services) meet more utilitarian benefits. Both hedonic and utilitarian services’ consumption trigger positive and negative emotions. ...
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