Emotions and consumption behaviour This stimulating book scrutinizes how emotions function in consumers from both a psychological and a managerial perspective. It demonstrates how gratitude happiness guilt anger pride and sadness determine different post consumption behaviours such as positive and negative word of mouth repurchase intention and complaint behaviour. ‘A structured scientific approach to the study of emotional responses that is of interest to both managers and consumers. For marketing managers this book proposes a simple method to understand how individual emotions such as guilt or happiness influence specific post purchase behaviors. For consumers it illustrates the broader implications of emotions that are routinely experienced while choosing buying and consuming products and services. Overall the author deals with the elusive complex but highly fascinating subject of emotions and consumer behaviour in a lucid and coherent manner.’ (Simona Botti London Business School UK).