How consumer involvement influences consumption-elicited emotions and satisfaction

Cristina Calvo-Porral, Agustín Ruiz-Vega, and Jean-Pierre Lévy-Mangin

There is scarce research on the relationship between the level of consumer involvement and consumption-elicited emotions.

Introduction

Individuals are constantly consuming food products in their everyday lives, and experiencing emotions related to what they consume and taste. Research on emotions and consumer behavior has appeared in the marketing literature with increasing importance, focusing on different issues such as the identification of emotions arising in consumption situations (Richins, McKeage, & Najjar, 1992), the emotions evoked by different products (Dube, Cervellon, & Han, 2003) or services (Dunning, O'Cass, & Pecotich, 2004), the examination of how different emotions lead to different consumption behaviors and product evaluations (Lerner, Small, & Loewenstein, 2004) and to different product attitudes (Dube et al.,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands