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.