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| Author: | Westbrook, R. A. |
| Title: | Product/cunsumption-based affective responses and postpurchase processes. |
| Journal: | Journal of Marketing Research
1987 : AUG, VOL. 24:3, p. 258-270 |
| Index terms: | CONSUMER ATTITUDES CONSUMER SATISFACTION COMPLAINTS |
| Language: | eng |
| Abstract: | Consumer affective responses to product and consumption experiences are examined. Their relationship to selected aspects of postpurchase processes is analyzed. The theory of affective response, satisfaction, complaint behavior and word-of-mouth transmission is summarized. Field studies of automobile owners and CATV subscribers are described. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. The measurement methodology of postpurchase variables is outlined. Regressions of factors are calculated. Dimensions of affective response are found directly related to satisfaction, complaint behavior and word-off-mouth transmission. |
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