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How emotions impact consumer behaviour - Dissertation Example
Pages 23 (5773 words)
The project is scheduled to be completed in a span of a month and a half. The various steps through which the study is to be conducted are presented in the form of a Gantt chart mentioning the tasks and activities and their corresponding time schedules. …
This research is being carried out to understand why the consumers purchase and what makes them to make the purchase. The motive to understand the consumer behaviour and the reason for its purchase caters around the concept of marketing the goods and services. Consumer behaviour portrays emotions as one of the causes of behaviour which can be manipulated for any managerial purposes. Emotions are related to contingencies of reward and punishment which influences the consumers in the market place. Therefore emotion is an appraisal of a change in feelings originated by the brain activities, it’s a phenomenon that is undetermined by a brain state because each different brain can generate an envelope of emotions, and it also depends from person to person. Emotions can be measured by way of facial expression. The best way to measure emotions is through heart rate of a consumer. This paragraph illustrates that there is no standard way to measure emotions and the impact of emotions on the consumers and in their thought process. Different studies towards consumers emotions have focused on emotional response to advertising, and on the role of emotions towards consumers satisfaction. Emotions have also contributed in the context of services such as complaints, service failure and product attitude. Holbrook & Batra developed their list in regards to emotion; they uncovered an arousal, pleasure and denomination dimension in their data, and showed that these emotions mediate consumer’s response to advertising. ...
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