This research-using the critical incident technique-brings to the fore the emotion of surprise and its (direct and indirect) influence on word-of-mouth (WOM). The results showas expected-that the frequency and amount of WOM are larger for negatively and positively surprising consumption/purchase experiences than for non surprising experiences of the same kind and that the intensity of surprise is significantly correlated with positive and negative WOM.

Pride feelings and processes have been understudied in marketing and consumer research although they have major consequences for marketers and consumers. In this article, a multidimensional process view of pride is offered by reporting the findings of a qualitative interpretive study on soccer fans' possessions. Four types of pride are put into light, i.e., introspective, vicarious, contagious, and conspicuous. Their antecedents and consequences are developed. A series of theoretical and managerial implications are finally suggested. Making consumers proud of the brand/company may lead to stronger commitment and loyalty, increased consumption (new products, upgrades and merchandise), positive WOM, and co-creation of value.

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The effect of field and/or television sponsorship on respondent's unaided recall and aided recall (recognition) of sponsors' names was explored by means of a laboratory experiment. Findings are discussed with reference to respondents' involvement with a sport. © 2001 John Wiley & Sons, Inc.

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