Abstract:

Thew purpose of this paper is to dissect this intricate phenomenon and argue that grey emotions (twisted, ambiguous and double edged sentiments which people secretly and maliciously enjoy and and which are different from negative emotions) often act as triggers to consumption or contribute in making post purchase experiences more enjoyable. Additionally the paper also discusses that qualitative research has the resources to unlock these complex grey emotions with the help of appropriate tools and suggests that marketers should consider tapping into them to give their brands a touch of gritty authenticity.