Patterns of Emotional Responses and Behavioural Consequences of Dissatisfaction

Quels sont les modeles de reponses emotionnelles a une experience de consommation insatisfaisante et quelle est la relation entre ces modeles et les reponses du consommateur suite a l'achat? Lors d' une simulation mentale, les sujets ont fait part de leurs reponses emotives et de leurs cognitions posterieures a l' achat, de leur satisfaction et de leurs intentions a la suite de la constatation d' une carence fondamentale. On a observe quatre modeles discriminables de reponses emotionnelles dans un espace tridimensionnel. Les cognitions traitant du probleme, les jugements de satisfaction, la sortie, la plainte, de vive voix, et la perte de clientele differaient entre les modeles emotionnels; en outre deux dimensions structurelles (acceptation/calme et colere/surprise) rendaient compte d' une grande partie de la variance des reponses comportementales du consommateur a l' insatisfaction. Patterns of emotional responses to a dissatisfactory consumption experience and the relationship between these patterns and consumer post-purchase responses are investigated. In a mental simulation, participants reported their emotional responses and post-purchase cognitions, satisfaction, and behavioural intentions following a core service failure. Four discriminable patterns of emotional responses, positioned in a tridimensional space, were observed. Problem-handling cognitions, satisfaction judgements, and exit, voice, word-of-mouth, and loyalty intentions were found to differ among emotional patterns, with two structural dimensions, acceptance/calmness and anger/surprise, accounting for most of the variation in consumer behavioural responses to dissatisfaction.

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