Social Sharing of Consumption-Related Emotions: Benefit From What Your Customers Say About You

Consumers usually share their consumption experiences and, as such, their consumption related emotions. This sharing process might change the evaluation of these experiences. We present two studies that analyze the consequences of “social sharing of emotions” for consumer satisfaction, with a focus on negative consumption emotions. In experiment 1, we analyze the effect of sharing positive and negative consumption-related emotions on satisfaction. In experiment 2, we examine whether the effects of sharing consumer emotions depend on the specific emotion shared and the addressee of the sharing. Our findings confirm that the initial detrimental effect of sharing negative consumption experiences can be shaped by the specific emotions involved as well as the type of addressee.



Citation:

Inés López, Salvador Ruiz, and Luk Warlop (2011) ,"Social Sharing of Consumption-Related Emotions: Benefit From What Your Customers Say About You", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 605-607.

Authors

Inés López, University of Murcia
Salvador Ruiz, University of Murcia
Luk Warlop, KULeuven



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young

Daniela Ferreira, Federal University of Rio de Janeiro

Read More

Featured

Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More

Featured

M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.