“I Can’t Get No Satisfaction:” The Impact of Personality and Emotion on Postpurchase Processes Todd A. Mooradian and James M. Olver The College of William and Mary ABSTRACT Emerging theory and empirics in personality psychology have related enduring traits with transient affective experiences or states. The research reported in this article integrates these findings with recent consumer research models linking consumption-based emotions with consumer satisfaction and postpurchase behaviors (including complaints, recommendations, and repeat purchase intentions). Our results support a model relating broad, fundamental personality traits to specific consumer behaviors via mediating affective experiences. These findings may help identify consumer segments inclined toward satisfaction or dissatisfaction, and consequently, toward loyalty, word of mouth, and complaining. Further, they suggest a general approach for relating broad traits to specific behaviors by incorporating mediating processes. ©1997 John Wiley & Sons, Inc. For various reasons, some customers don’t ever stay loyal to one com- pany, no matter what value they receive. The challenge is to avoid as many of these people as possible in favor of customers whose loyalty can be developed. (Reichfield, 1993) In nongrowth markets, competition centers around the (more or less) dissatisfied customers. (Fornell & Wernfelt, 1987) Psychology & Marketing Vol. 14(4):379 – 393 (July 1997) © 1997 John Wiley & Sons, Inc. CCC 0742-6046/97/040379-15 379