Emotions and Consumption Behaviour
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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.
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Chapter 4: Anger and gratitude

Isabella Soscia


After analysing the emotions deriving from fortunate and unfortunate events (Chapter 2) and from those we are responsible for (Chapter 3), we shall now concentrate on the emotive states originating from other people’s actions. In particular, we shall focus on anger, which is elicited by appraisals of a negative event caused by third parties, and on gratitude, its specular positive emotion. Anger and gratitude have been studied in cognitive psychology, and some of the conclusions drawn in this area are certainly of interest for the purchase and consumption processes as well.

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