Consumption Emotion, Satisfaction and Word of Mouth: A structural Study of Demographic Correlates Consumption Emotion, Satisfaction
Consumption emotions are of importance to marketing organizations as they help them to understand the consumer and therefore have some measure of control over post purchase behavior. Many previous studies have recognized that consumers' emotions have a significant influence on customer satisfaction and behavioral intentions. Though it is accepted that women and men differ in their emotional responses there have been almost no research throwing light on how their emotional responses are different to service consumptions like watching a movie. Neither there has been research to show whether age and income play a role in creating differences in consumption emotion. This paper follows the pleasure arousal model and tries to assess whether age, income and gender play a role in causing differential effect on pleasure and arousal and thereby generating different levels of satisfaction and word of mouth for movies.