Over and Over Again: Negative Emotions, Consumer Rumination and Post-Service Failure Outcomes

Yuliya Strizhakova, Rutgers University, USA
Julie Ruth, Rutgers University, USA
We investigate consumer rumination – recurrent thoughts about a discrepancy between one’s current position and a goal – as a psychological process through which consumers’ negative emotions influence service failure outcomes. The results of three studies show that rumination mediates effects of negative emotions on customer dissatisfaction, complaining and word-of-mouth intentions.
[ to cite ]:
Yuliya Strizhakova and Julie Ruth (2012) ,"Over and Over Again: Negative Emotions, Consumer Rumination and Post-Service Failure Outcomes", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 716-717.