The role of emotions in marketing (original) (raw)
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Review of emotions research in marketing, 2002–2013
Journal of Retailing and Consumer Services, 2014
Study of emotions has been an important area of research for past several decades. Since emotions play an important role in purchase decisions, this area has particular importance for marketing scholars. In this study, we review the emotions research conducted within the marketing field between 2002 and 2013. Within the broad domain of emotions, this study focuses on social/personality issues, cognitive factors, the development of emotions and their interactions with other consumption factors. We found a total of 340 emotion-related articles, published in 19 marketing journals. There was a gradual increase in number of articles published every year with the trend peaking in 2009, 2010, and 2011. The review of extant literature offers interesting insights into emotion-related research, and helps in identifying clear directions for future studies.
A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models
Traditional models of consumer decision-making are largely cognitive and sequential in nature. While there is some recognition of an emotional component in the decision-making process, traditional models assume emotions should be overcome, cognitive and affective processes and multiple emotions cannot exist simultaneously, and a dichotomy exists between satisfaction and emotion in consumer decision-making. This paper examines contemporary research that challenges traditional assumptions about the role of emotions in consumer decision-making and introduces the role of consumer emotional intelligence into the process. The discussion concludes with a look at the strategic and ethical implications for marketers.
2016
This research study aims at understanding the role of the customers ' emotion towards a certain product/service in their experience. In another word, this research aims at finding the relationship between the customers ' emotions and the way it influences their experience in a certain purchasing process. A questionnaire was distributed on a random sample of mall visitors through a period of 30 days (month) and it was based on variables including; A) shop clerk's sex, uniform and emotional behavior B) shop's environment C) clerks ' friendliness. The results show that positive emotions of the customers which are connected to a positive shopping experience is influential and hence can lead to a positive purchasing decision, in addition to that, it was found out that the shop clerk's positive emotions is very important in supporting the client with a good shopping experience in the store. The gender was also a notion that worth to be noted based on the idea...
The role of emotion in consumer purchase behavior
Product emotion and brand emotion can arouse emotions in consumers that result in different kind of behavior. This paper investigates the role of brand emotion and product emotion in consumers" purchase behavior. Although all aspect of human behavior cannot be studied, at least some aspects can be studied scientifically. The present study first glance through the background and literature, then examines emotion and consequently consumers" purchase behavior is studied, at the end comes conclusions and discussions.
This research study aims at understanding the role of the customers' emotion towards a certain product/service in their experience. In another word, this research aims at finding the relationship between the customers' emotions and the way it influences their experience in a certain purchasing process. A questionnaire was distributed on a random sample of mall visitors through a period of 30 days (month) and it was based on variables including; A) shop clerk's sex, uniform and emotional behavior B) shop's environment C) clerks' friendliness. The results show that positive emotions of the customers which are connected to a positive shopping experience is influential and hence can lead to a positive purchasing decision, in addition to that, it was found out that the shop clerk's positive emotions is very important in supporting the client with a good shopping experience in the store. The gender was also a notion that worth to be noted based on the idea that the results supported that concept of the opposites meet. Finally, the uniform and dress codes for the shopping assistants appeared to be the least influential factor of all.
A New Concept of Marketing: The Emotional Marketing
Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service. Recent studies have shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the emotional conditions influence every stage of decision-making in purchasing processes. Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. In the paper techniques of emotional measurements are outlined. These measurements are very important for business goals.
The Role of Affect in Marketing
Journal of Business Research, 1998
There has been considerable growth in the study of the role played by dictable results, which are difficult to explain using traditional theoretical models, as affect may cause consumers to behave in affect in marketing in the past 15 years. This article assesses the current state of knowledge on affect, as it pertains to marketing functions, activities, seemingly irrational ways (Peterson et al., 1986b). Publication bias, partly because of the reasons stated above, may also have and strategy. The goal is to provide a broad assessment of the role played by affect in marketing from academic literature. In addition, measurement been a barrier against development of research in the area (Erevelles et al., 1994). issues related with the study of affect in marketing are discussed. The article ends with a critical analysis of state of knowledge, and from this analysis, 15 directions for future research in the recommended areas.
Feelings and Consumer Decision Making: The Appraisal-Tendency Framework
Journal of Consumer Psychology, 2007
This article presents the Appraisal Tendency Framework (ATF) (Lerner & Keltner, 2000, 2001 Lerner & Tiedens, 2006) as a basis for predicting the influence of specific emotions on consumer decision making. In particular, the ATF addresses how and why specific emotions carry over from past situations to color future judgments and choices. After reviewing the main assumptions and the five main principles of the framework, two streams of research are presented. One stream addresses emotional carry-over effects on the assessment of risk; the other addresses carry-over effects on the assessment of monetary value. Because risk assessment and value assessment are fundamental psychological processes, understanding them has the potential to yield manifold implications for consumer judgment and decision making. The concluding sections highlight limitations and future directions of the framework.
The role of emotion in advertising
Psychology & Marketing, 1984
This paper addresses the reemergence of attention to the role of emotion in advertising. Conceptual clarity requires that emotions be distinguished from other motivational and affective constructs. Having thus narrowed our focus, we present a model of the emotional process and a typology of emotional content. We then address some related managerial issues in advertising strategy and methodological problems in measuring emotions. Finally, the preceding considerations suggest directions for future research on the role of emotion in advertising.
The Impact of Emotion on Customers’ Behavioral Responses
2018
In past years, a considerable amount of researches have been dedicated to emotion and its role in service marketing. Several researchers believe that the emotion is the key variable in understanding the customer experience and its subsequent behavior. The aim of this study is to investigate the influence of social environment, physical environment and service quality on customers' positive and negative emotions and then the influence of customer emotions on his post-purchase behavior. The research method is applied in terms of purpose and descriptive-quantitative in terms of nature. The statistical population of this study is the clients of 5 star hotels in Tehran. Data collection tool was a questionnaire. 350 questionnaires were collected. Structural equation modeling and Amos software were used to analyze the data. The results showed that the social environment and service quality have a positive impact on customers' positive emotions, and negative impact on their negative...