Product/Consumption-Based Affective Responses and Postpurchase Processes
作者研究了消费者对产品/消费体验的情感反应，及其与购后过程某些方面的关系。通过对汽车车主和有线电视用户分别进行实地调查，让受试者报告与产品拥有和使用相关的情感体验的性质和频率。分析证实了积极和消极情感存在独立维度的假设。研究发现，情感反应的两个维度都与消费者满意度评价的有利程度、对卖方的投诉行为以及口碑传播程度直接相关。
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.