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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

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.

Suggested Citation

  • Chang, En-Chung & Lv, Yilin & Chou, Ting-Jui & He, Qingwen & Song, Zhuozhao, 2014. "Now or later: Delay's effects on post-consumption emotions and consumer loyalty," Journal of Business Research, Elsevier, vol. 67(7), pages 1368-1375.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1368-1375
    DOI: 10.1016/j.jbusres.2013.08.016
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