Martin et Tesser (1989, 1996a) ont proposé une «théorie de la rumination» pour décrire les comportements des individus qui, sans véritable justification, ressassent des pensées négatives. Leur approche motivationnelle fait de la rumination une forme de pensée souvent contre-productive relative à un décalage entre un objectif poursuivi et un état actuel. Cette théorie prometteuse a fait l'objet de nombreux débats en psychologie clinique mais d'aucun développement en comportement du consommateur. Cet article synthétise de manière critique les travaux sur les pensées «ruminatives» et propose des pistes de recherche en marketing.
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