Positive Consumption Emotion to Purchase Intention Cross-Cultural Evidence from China and India

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Abstract: It has been widely confirmed that emotion elicited by products, services, and store atmosphere positively impact subsequent consumer responses such as satisfaction (e.g., Hume and Mort 2010) and purchase intention (e.g., Kang et al. 2010). Prior studies have treated emotions as a multidimensional structure (i.e., joy and pleasure for positive emotion) or as several specific emotions at the same level (i.e., excitement). In studies measuring emotion with multiple dimensions, contents of emotions have been greatly divergent (Laros and Steenkamp 2005). To understand consumer emotional responses clearly, consumer emotion structure must be identified.