| Pub. Date | : | June, 2022 |
|---|---|---|
| Product Name | : | The IUP Journal of Brand Management |
| Product Type | : | Article |
| Product Code | : | IJBRM030622 |
| Author Name | : | Sikha Rani Baishya and Smritishikha Choudhury |
| Availability | : | YES |
| Subject/Domain | : | Marketing |
| Download Format | : | PDF Format |
| No. of Pages | : | 22 |
Emotion is always seen to have an influential role in various aspects of consumer buying behavior. The emotional experience consumers have after consumption is of utmost importance because it can have an impact on post-purchase behavior like repeat purchase, word-of-mouth promotion, complaint behavior, etc. The investigation of the impact of emotions on the post-purchase evaluation process is crucial to decode the role of emotions in satisfaction experienced by customers and their influence on the postpurchase action. Consumption emotions are extremely powerful in regulating the behavior of consumers, and as such they are significant for the marketers. The emotional aspect becomes significant for products exhibiting complex buying behavior like automobiles. The study unveils the various consumption emotions that play a dominant role in the automobile sector, and their impact on the post-purchase satisfaction level and post-purchase action like word-of-mouth and complaint behavior.
Emotions have always played an indispensable role in the various aspects of marketing, and one such crucial dimension is the relationship between emotions and satisfaction level in the post-purchase stage. Various scholars have stated that post-purchase evaluation process involves cognitive activities as well as emotional component, and as such it is important to address both dimensions (Westbrook, 1987; Dube et al., 1991; Loudon and Della Bitta, 1993, p. 580; and Giese and Cote, 2000). Thus, while studying post-purchase behavior the cognitive aspect of post-purchase evaluation and the emotional experience related to product ownership and usage needs to be considered. Consumer satisfaction is viewed as a focal element in retaining customers, complaint behavior of consumers and word-of-mouth promotion (Nyer, 1997; Bagozzi et al., 1999; and Han, 2000). The emotional experience consumers have after consumption is of utmost importance because the emotional experience can have an impact on postpurchase behavior like repeat purchase, word-of-mouth promotion, complaint behavior, etc. Nowadays, the most important aspect of the product sell is the relationship that the consumer establishes with the brand and the emotions that the product/service communicates (Deshwal, 2015). Thus, the emotional quotient of consumers which urges