Joy and Regret: Positive and Negative Consumer Emotions at restaurants

Resumo

In the marketing discipline, scholars argue that emotion is determinant for consumer´s choice during the consumption decision process. The present research investigated different types of emotions and connected them with positive and negative affects regarding consumption at restaurants. Additionally, the study identified triggering factors in the perspective of participants that might lead to repurchase or abandonment behavior regarding the experience in restaurants. Twelve individuals were interviewed between June and August 2019, resulting in 24 reports of positive and negative experiences in 23 different restaurants in Sao Paulo, Brazil, resulting in 32 pages transcribed. Based on the hierarchical model of Laros and Steemkamp (2005), the findings of this research confirmed that there are dominant emotions that anticipate the potential future costumer behavior towards the restaurant offer. Also, the research reaffirms previous studies, when it demonstrates that positive emotions lead consumers to share the positive experience and tend to become regular customers. However, negative emotions generate ambiguous valence that can culminate or not in abandonment behavior or formal complaints.

TRILHA: 2. Comportamento de Consumidor: comportamento do consumidor e do comprador (shopper), experiência de compra, percepção de valor, co-criação de valor, redes sociais.