Now or later: Delay's effects on post-consumption emotions and consumer loyalty

En-Chung Chang, Yilin Lv, Ting-Jui Chou, Qingwen He and Zhuozhao Song

Journal of Business Research, 2014, vol. 67, issue 7, 1368-1375

Abstract: This study identifies differences in immediate and delayed post-consumption emotional assessments, triggering a dynamic shift in word-of-mouth evaluation and repurchase intention. Experiment 1 compares participants' responses to cellphone purchases in immediate and half-hour delay conditions. Experiment 2 generalizes the research scope by examining biscuit consumption and imposing an additional 24-hour delay. Results indicate that (1) products with higher hedonic value elicit excitement and cheerfulness, which intensify over time and increase consumer loyalty; (2) products with higher utilitarian value induce feelings of confidence and security, which gradually fade in intensity and diminish consumer loyalty over time; (3) products with lower hedonic value lead to dissatisfaction, which dissipates over time, and low-level consumer loyalty rises; and (4) products with lower utilitarian value generate feelings of anger, which grow over time and erode consumer loyalty.

Keywords: Hedonic; Utilitarian; Consumer loyalty; Emotions; Delayed evaluation (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:7:p:1368-1375

DOI: 10.1016/j.jbusres.2013.08.016

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