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Now or later: Delay's effects on post-consumption emotions and consumer loyalty

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  • Chang, En-Chung
  • Lv, Yilin
  • Chou, Ting-Jui
  • He, Qingwen
  • Song, Zhuozhao
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    Abstract

    This study identifies differences in immediate and delayed post-consumption emotional assessments, triggering a dynamic shift in word-of-mouth evaluation and repurchase intention. Experiment 1 compares participants' responses to cellphone purchases in immediate and half-hour delay conditions. Experiment 2 generalizes the research scope by examining biscuit consumption and imposing an additional 24-hour delay. Results indicate that (1) products with higher hedonic value elicit excitement and cheerfulness, which intensify over time and increase consumer loyalty; (2) products with higher utilitarian value induce feelings of confidence and security, which gradually fade in intensity and diminish consumer loyalty over time; (3) products with lower hedonic value lead to dissatisfaction, which dissipates over time, and low-level consumer loyalty rises; and (4) products with lower utilitarian value generate feelings of anger, which grow over time and erode consumer loyalty.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 67 (2014)
    Issue (Month): 7 ()
    Pages: 1368-1375

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    Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1368-1375

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Hedonic; Utilitarian; Consumer loyalty; Emotions; Delayed evaluation;

    References

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    1. Suresh Ramanathan & Patti Williams, 2007. "Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions," Journal of Consumer Research, University of Chicago Press, vol. 34(2), pages 212-223, 05.
    2. Lee, Yong-Ki & Lee, Choong-Ki & Lee, Seung-Kon & Babin, Barry J., 2008. "Festivalscapes and patrons' emotions, satisfaction, and loyalty," Journal of Business Research, Elsevier, vol. 61(1), pages 56-64, January.
    3. Walsh, Gianfranco & Shiu, Edward & Hassan, Louise M. & Michaelidou, Nina & Beatty, Sharon E., 2011. "Emotions, store-environmental cues, store-choice criteria, and marketing outcomes," Journal of Business Research, Elsevier, vol. 64(7), pages 737-744, July.
    4. Wendy Liu, 2008. "Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences," Journal of Consumer Research, University of Chicago Press, vol. 35(4), pages 640-652, 08.
    5. Jang, SooCheong (Shawn) & Namkung, Young, 2009. "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants," Journal of Business Research, Elsevier, vol. 62(4), pages 451-460, April.
    6. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
    7. Strahilevitz, Michal & Myers, John G, 1998. " Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 434-46, March.
    8. Holbrook, Morris B, et al, 1984. " Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games," Journal of Consumer Research, University of Chicago Press, vol. 11(2), pages 728-39, September.
    9. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    10. Mano, Haim & Oliver, Richard L, 1993. " Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 451-66, December.
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