A Contemporary Framework for Emotions in Consumer Decision-Making: Moving Beyond Traditional Models (original) (raw)
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The area of concern for marketing professionals is strong quality relationship with the customers and positive outcomes of this relationship. There is importance of understanding emotional intelligence of the customers for the marketing professionals, along with the emotional intelligence quality level utilization by the customers. This review of literature has developed propositions that how emotional intelligence and its understanding by both sellers and buyers result in decision making process and how it varies from situation to situation. Implications of emotional intelligence on the purchase decision making of the customers are very important for marketing professionals, as they contribute to building a strong customer relationship management strategy, a delightful customer experience, and a win-win situation for both sellers and buyers. Implications of study are useful for strategic marketing decision makers and every customer making purchase decisions, whether critical or normal, to make their purchases without dissonance.
International Journal of Engineering Applied Sciences and Technology, 2020
Conventional representations of consumer decision-making are mostly cognitive and chronological in nature. Emotional proclamations are made by consumers on a daily basis. Marketer to some extent turns from the conventional marketing schemes. They now concentrate on the role of emotions in the buying procedure. Emotional component plays a vital role in decision making process. Conventional models beliefs emotions are chronological in nature. Generally the negative emotions are dreadful and should be conquer. Attitudes are mainly liable to forecast behavior when cognitive participation is elevated and consumers consider expansively about the information that increases their attitudes. A review of literature on impulse buying, consumer behavior and emotional intelligence is presented and a synopsis of a baseline study on impulse, consumer behavior and emotional intelligence is also presented.
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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.
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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...
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.