Emphasizing the importance of attendees' consumption emotion, this study investigates the impact of festival attendees' consumption emotion on their psychological outcomes such as satisfaction, perceived quality of life and loyalty toward the festival. Structural equation modeling is used to test the dynamics of festival attendees' consumption behavior and its consequences. Results of this study indicate that festival attendees' emotional behavior has a positive relationship with their overall satisfaction, which is identified as a key predictor for their loyalty and quality of life. The study's theoretical contributions and practical implications are discussed in detail along with its limitations. Copyright © 2014 John Wiley & Sons, Ltd.