The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction
Abstract
Although both consumption emotion and satisfaction judgments occur in the post-purchase period, little is known about their correspondence. This article investigates the interrelationships between the two constructs by way of taxonomic and dimensional analyses to identify patterns of emotional response to product experiences. Five discriminable patterns of affective experience were uncovered, which were based on three independent affective dimensions of hostility, pleasant surprise, and interest. The results extend prior findings of a simple bidimensional affective-response space and reveal that satisfaction measures vary in their ability to represent the affective content of consumption experiences.
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Satisfaction and consumption affect are specific to an experience.
“In contrast, satisfaction and consumption affect (Westbrook and Oliver 1991) are specific to an experience (e.g., how satisfied [happy] are you with our hotel service?).”
From Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services (2008) · cites this paper as Westbrook and Oliver 1991
Consumption affect includes both positive and negative feelings.
“In contrast, consumption affect includes both positive and negative (e.g., distress) feelings (Westbrook and Oliver 1991).”
From Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services (2008) · cites this paper as Westbrook and Oliver 1991
Customer-firm affection differs from satisfaction and consumption affect in its formation, nature, and effect.
“Customer-firm affection differs from two related constructs-satisfaction (Oliver 1980) and consumption affect (Westbrook and Oliver 1991)-in terms of its formation, nature, and effect.”
From Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services (2008) · cites this paper as Westbrook and Oliver 1991
Positive and negative affect and their relationship congruence with other cognitive variables influence customer retention and satisfaction.
“The positive and negative affect and the relationship congruence of these affects with other cognitive variables (i.e., firm reputation, service performance, and customer value) influence customer retention and satisfaction (Mano and Oliver 1993; Oliver 1993; Westbrook and Oliver 1991).”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Westbrook and Oliver 1991
The findings are in tandem with research assertion that positive experiences under certain situations/conditions generate a stronger customer response than negative experiences.
“the findings are in tandem with research assertion that positive experiences under certain situations/conditions generate a stronger customer response than negative experiences (Kautish and Rastogi 2008; Oliver 1992; Westbrook and Oliver 1991).”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Westbrook and Oliver 1991
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- Authors
- Westbrook, R. A., & Oliver, R. L.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1991-06
- Volume
- 18
- Issue
- 1
- Pages
- 84
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2022720617
- Cited by
- 2,164
- References
- 15
- Citations by year
- 2026: 27 · 2025: 54 · 2024: 59 · 2023: 63 · 2022: 74 · 2021: 110 · 2020: 84 · 2019: 93 · 2018: 117 · 2017: 102 · 2016: 109 · 2015: 121 · 2014: 126 · 2013: 118 · 2012: 112
- FWCI
- 14.25
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- consumption emotions, customer satisfaction, hostility, interest, affective domain, taxonomic analysis, dimensional analysis, product experience
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