Chapter 5: Consumption emotions and the determination of post-consumption behaviour
This chapter contains the empirical verifications of the predictive model of post-purchase behaviour illustrated in Chapter 1. In particular, sections 5.1 and 5.2 refer to the psychological and marketing literature that led to the definition of the frame, literature that was extensively presented in Chapters 2, 3 and 4. Here I will specifically refer to the combinations of appraisals that originate the different emotions analysed before and the action tendencies that derive from them. Section 5.2 illustrates the investigation method used for the empirical verification of the predictive model while section 5.3 discusses the results obtained and the managerial implications deriving from the study. The proposed investigation was conducted using the traditional ‘paper and pen’ research methods based on explicit measures. Being aware of the important limitations that characterize this measurement of emotions, this last chapter will end with an overview about the use of implicit methods for measuring consumption emotions.
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