Buying and Selling Emotions: A Theoretical Analysis (original) (raw)
Related papers
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.
The role of emotions in marketing
Journal of The Academy of Marketing Science, 1999
Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.
Purpose – Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by logic, testing and facts, but also by emotions. The purpose of this paper is to investigate the role that emotions play in organizational buyingbehavior. Design/methodology/approach – In-depth interviews were conducted with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals. Findings – Emotions are prevalent at all stages in the organizational decision-making process and various discrete emotions fuel action tendencies among buyers.Efforts are made by marketers to strategically manage theemotionsbuyersexperience. Practical implications – Although organizational buyers must see the functional value of a product or brand, companies need to consider ways in whichbrandscanconnectwithbuyersonanemotionaland personallevel. Originality/value – This paper contributes to the literature by offering insights into which discrete or specific emotions are most prominent in organizationalbuyingbehavior andhowthemanifestationofthese emotionsimpactdecision-makingat eachstageinthebuyingcycle.
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.
The influence of emotions displayed and personal selling on customer behaviour intention
Service Industries Journal, 2012
The impact of employee performance on customer behavioural intentions and consumption behaviour is important to service marketers. In many service settings, service organizations require emotional display and personal selling to stay competitive in todays market. Based on a review of service literature, this study investigates the effect of emotions displayed and personal selling on customer purchase amount and re-patronage intention in convenience-goods retail service settings. This work applies mystery shopper methods to data collected from a Taiwan bakery chain. Analysis of the results from 519 responded questionnaires in this study reveal that positive emotions displayed by contact personnel are unrelated to consumption expenditure, but do affect re-patronage intention. Further, the results show that personal selling negatively influences consumption amount. This study suggests that service managers consider enhancing their emotional display perspective in human resource practices, and focus on performing personal selling as a consumer need, in different service industries.
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.
is associate professor of Design at Industrial Design Delft. He has a background in experimental psychology and in 1995 he obtained his PhD degree for a thesis on the determinants of aesthetic preference. He is involved in research on product experience, including aesthetics, emotion, multi-modal experience, and attachment, and has developed an interaction-centred design approach, called Vision in Product design (ViP). He is a board member of the European Academy of Design and chairman of the Design & Emotion Society. More information on: http://studiolab.io.tudelft.nl/hekkert Merijn Hillen is a design student at the school of Industrial Design at the Delft University of Technology. Next to this study she has been working in Italy on liberal arts (photography and drawing). She has a special interest in conceptual design and the product as an object of art. Her current focus is on design philosophy and design methodology.
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...
2018
This article aims to reveal the ideological dimension of emotion in the management of informal cosmetics sellers working for a multinational company located in Curitiba, Brazil, using situational analysis. Emotion is understood as essential to human subjectivity, associated to thought, activities and culturally shared language, as a valuable social situation. Analysis from in-depth interviews, participant observation and document analysis were carried out using the technique of discourse ‘nuclei of meanings’. Results show that emotions are social and cultural products, used as a manageable tool in the organization, through ideological symbols that constitute the subjects. Emotion is the result of the individual experience of the activity (historical, processual and complex) with sense and meaning that serves as a sophisticated instrument of reproduction of the company’s ideology. The ideology is supported by the identification of the sellers with social practices and their relations...