This study investigates the relationships among appraisals (goal congruence/incongruence and agency), consumption emotions (gratitude, happiness, guilt, anger, pride, and sadness), and postconsumption behaviors (positive and negative word of mouth, repurchase intention, and complaint behavior). The findings demonstrate that these emotions predict different specific types of post-consumption behaviors and that they are elicited by appraisals specified in the psychology literature. In particular, gratitude but not happiness, predicts repurchase intention and positive word of mouth. By contrast, guilt inhibits complaint behaviors and negative word of mouth. The implications of these findings for marketing practice are discussed. not clear under what conditions consumer dissatisfaction produces complaints rather than switching brands or negative word of mouth (Nyer, 1997). In addition, satisfaction may not be sufficient for determining positive postconsumption behaviors. For example, satisfaction may fail to prevent switching behavior if, as sometimes happens, one is satisfied with brand A but brand B is perceived to be even better. Most studies have been preoccupied primarily with predicting the different consequences of customer dissatisfaction. Relatively little work has been done, however, to understand under what conditions satisfaction/dissatisfaction determines different behaviors (Bougie, Pieters, & Zeelenberg, 2003;Nyer, 1997).Knowing why customers select a specific postconsumption behavior is important for marketers. In fact, rather than seeking redress, some dissatisfied consumers choose to not repurchase or to engage in negative word of mouth. Exit and negative word of mouth are particularly dangerous responses because they are "invisible" (Richins, 1987), and therefore the firm loses the opportunity to remedy the problem and retain customers (Hirschmann, 1970;Lapidus & Pinkerton, 1995): in this way, the firm loses sales and profits. It is important for manufacturers and service providers to understand why some dissatisfied customers "exit" or engage in negative word of mouth behavior, whereas others give the firm a chance to remedy the problem. Moreover, negative word of mouth damages the firm's reputation and, in this way a firm loses potential new customers. By contrast, Fornell and Wernerfelt (1987) maintain that customer loyalty can be increased by encouraging dissatisfied consumers to complain. Marketers need a theory that explains why customers are likely to select one postpurchase behavior or another, and the purpose of this study is thus to develop and test a theory to predict some of the aforementioned postconsumption behaviors.Actually, it might be expected that satisfaction by itself will not differentiate between different postconsumption behaviors. It seems that there are variables that interfere or interact with the relationship between customer satisfaction/dissatisfaction (CS/D) and postpurchase behaviors and are capable of producing different positive and negative actions.According to th...

Despite society’s increasing sensitivity toward green production, companies often struggle to find effective communication strategies that induce consumers to buy green products or engage in other environmentally friendly behaviors. To add clarity to this situation, we investigated the effectiveness of negative versus positive message framing in promoting green products, whereby companies highlight the detrimental versus beneficial environmental consequences of choosing less versus more green options, respectively. Across four experiments, we show that negatively framed messages are more effective than positively framed ones in prompting consumers to engage in pro-environmental behaviors. More importantly, we find that anticipated shame is the emotion responsible for this effect. Furthermore, both environmental concern and the type of product promoted serve as moderators; thus, the mediating role of anticipated shame is attenuated when environmental concern is low and the product is a luxury one. Finally, we discuss the theoretical and managerial implications of our work, along with its limitations and some directions for future research

International audienceMaterialism has a generally held connotation that is associated with character deficiencies, self-centeredness, and unhappiness, and most extant research views materialism as having a negative influence on well-being. In this article, we review and synthesise research that supports both positive and negative outcomes of behaviours associated with materialism. We conceptualise materialism in terms of the motives underlying materialistic behaviour, and situate our review and synthesis of materialism research within this context. In doing so, we document the utility of a motives-based view of materialism and propose research agendas that arise from this motives-based perspective

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