Emotions and Consumption Behaviour

Emotions and Consumption Behaviour

Isabella Soscia

This stimulating book scrutinizes how emotions function in consumers, from both a psychological and a managerial perspective. It demonstrates how gratitude, happiness, guilt, anger, pride and sadness determine different post-consumption behaviours such as positive and negative word of mouth, repurchase intention and complaint behaviour.

Chapter 2: Happiness and unhappiness

Isabella Soscia

Subjects: business and management, marketing, organisational behaviour


This chapter is dedicated to what are known as individual emotions. After analysing the cognitive antecedents and tendencies to action associated with happiness from a purely psychological point of view, we will discuss the role this emotion plays in the purchase and consumption process in the second section. In the subsequent sections, we will examine the emotions that belong to the same affective class: satisfaction can be considered a variant of happiness with low arousal, while hope can anticipate a state of joy and fear a state of sadness. Lastly, nostalgia comprises both pleasant and sad sensations, thus sharing both the cognitive antecedents of happiness and unhappiness. We will then analyse the managerial implications of all these emotive variants.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information