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positive/negative affect as well as disconfirmation belief. The findings confirmed that
disconfirmation effect and the effect of distinct dimensions of positive/negative affect overall
satisfaction with automobiles. Similarly, in their examination of dimensions of emotion and
their relation to satisfaction with the consumption of three movies, Evrard and Aurier (1994)
found that positive and negative emotions separately relate to satisfaction. These empirical
studies extended the early cognitive-centered notion of satisfaction formation by incorporating
affective components in customer satisfaction processes. Findings in these studies indicated the
importance of two dimensions of consumption emotions as significant contributors to customer
satisfaction.
There is growing consensus, however, that the various components of emotions
determine their relationship with customer satisfaction in different ways (Dube & Menon, 2000;
Han & Back, 2007; Liljander & Strandvik, 1997; Westbrook & Oliver, 1991). These researchers
argue that a comprehensive understanding of the experience of emotions by identifying greater
dimensionality than simple positive and negative emotions is necessary to better comprehend the
consumption emotions and satisfaction relationship. They also indicated that while two separate
dimensional views of consumption emotions in satisfaction formation could be characterized in
early studies, such studies adapted Izard’s (1977) DES, which can be described as positive and
negative subsets of basic emotions for measuring emotional responses. In other words, this
insufficient measure may have worked as a restraint, reducing the observed dimensionality of
consumption emotion space in their study (Dube & Menon, 2000; Han & Back, 2007; Westbrook
& Oliver, 1991).
Numerous studies in the consumer behavior literature support the adequacy of the multicomponents
approach to consumption emotions in illustrating satisfaction formation. Westbrook
and Oliver (1991) investigated consumption emotion response patterns and their corresponding
satisfaction evaluation. They identified various patterns of emotional experiences and found that
satisfaction evaluation was correlated with these complex emotional experiences. In the context
of extended service transaction, Dube and Menon (2000) proposed that the multiple components
of emotional experiences differently affect satisfaction. According to their explanation, a twodimensional
view of emotions in satisfaction formation would not sufficiently explain the
relationship between emotions and satisfaction in various extended service transactions. Postpurchase
satisfaction may be determined by the retrospective overall emotional responses as well
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