How consumer involvement influences consumption-elicited emotions and satisfaction

There is scarce research on the relationship between the level of consumer involvement and consumption-elicited emotions. So, we address the following questions: What is the influence of consumer involvement on consumption-elicited emotions?; Are positive emotions prevailing in highly involved consumers?; and Are negative emotions more dominant in low-involved consumers?. For this purpose, three different levels of consumer involvement have been considered—low ( n = 228), medium ( n = 493), and high ( n = 601). A Manova test was developed to analyze the relationship between consumption emotions and the level of consumer involvement. The results suggest that consumers should surpass an involvement threshold to develop a negative emotional appraisal and provoke negative affect. Similarly, our findings indicate that medium-involved consumers experience higher unpleasant emotions.