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El efecto de compartir las emociones asociadas a episodios de consumo

Author

Listed:
  • Inés López López

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.

Suggested Citation

  • Inés López López, 2012. "El efecto de compartir las emociones asociadas a episodios de consumo," DOCFRADIS Working Papers 1203, Catedra Fundación Ramón Areces de Distribución Comercial, revised Sep 2012.
    • Handle: RePEc:ovr:docfra:1203
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    More about this item

    Keywords

    Compartir emociones; enfado; arrepentimiento; destinatario; recuperación del servicio;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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