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El efecto de compartir las emociones asociadas a episodios de consumo

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  • Inés López López
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    Abstract

    Aunque estudios previos han analizado el papel de las emociones en el comportamiento del consumidor, la mayor parte de esa investigación trata las emociones como una variable intra-personal. Sin embargo, las emociones alcanzan tal nivel de implicación en las personas que éstas sienten una fuerte inclinación a hablar de ellas con otros individuos. A través de tres experimentos, demostramos que los consumidores comparten las emociones asociadas a experiencias de consumo. Asimismo, los consumidores obtienen el mayor beneficio cuando comparten con el destinatario adecuado, pues facilita la consecución de los objetivos perseguidos al comunicar sus experiencias a otros. Además, confirmamos que verbalizar las emociones vinculadas a episodios de consumo contribuye a aumentar la eficacia de las estrategias de recuperación del servicio aplicadas por la empresa.

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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_7tsby5ouex_Docfradis2012_03.pdf
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    Bibliographic Info

    Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1203.

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    Length: 25
    Date of creation: Sep 2012
    Date of revision: Sep 2012
    Publication status: published
    Handle: RePEc:ovr:docfra:1203

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    Keywords: Compartir emociones; enfado; arrepentimiento; destinatario; recuperación del servicio;

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