While in the past emotions have been studied in depth in the fields of psychology, philosophy and sociology, in the last 20 years they have become an important focus in understanding human behavior thanks to significant advances in disciplines such as brain sciences, behavioral economics and game theory. The transformation in this field has provided a new perspective on understanding human behavior and emphasized the role of emotions. Marketing science has also been affected by these developments and has become the focus of many researchers.
Emotional factors that influence consumers’ purchasing decisions are an important focus for marketers. Brands strive to understand consumers’ emotional needs and make them emotionally connected to them. Emotions have a significant impact on consumers’ attitudes, product evaluations, decisions and satisfaction. In addition, emotions play a major role in evaluating consumption experiences, sometimes even as a consequence of a consumption experience. Emotions are automatic responses based on pre-coded generalizations. They make quick and automatic judgments about the world based on pre-formed judgments stored in the unconscious, which can lead to psychosomatic reactions.
According to Montelongo, individuals’ motives and reasons for emotional buying are diverse. Some emotions are particularly prominent in buying behavior. These are
Excitement: Another factor that can create emotional buying motives in customers is the excitement that arises with the launch or production of new products that reflect the latest technology-based style and fashion sense and that can change existing products. However, a brand constantly coming out with a new product may shake the consumer’s sense of trust. Security: It is one of the most prominent emotional reasons for purchasing certain products, especially in industries such as electronic devices and transportation. In such industries, emotional buying can be encouraged by emphasizing the safety and reliability features of the products. Fear: Different customers may have concerns about different products at different times, so efforts to address these concerns can trigger emotional purchase motivation. For example, the fear that some products will be unavailable for a long time if they are not purchased can evoke an emotional purchase in customers.
Consumers’ current mood can also affect their consumption behavior. Consumers with positive emotions tend to keep their product selection short, while consumers with negative emotions tend to gather more information about the product (Chen et al., 2015). Consumers experience negative emotions when they consume the products they need, while those who cannot access or consume the product they need experience negative emotions such as tension and disappointment (Bagozzi et al., 1999).
Reference: Psychologist Merve Altındağ
KARAMAN, D. (2021). TÜKETİCİ SATIN ALMA KARAR SÜRECİNDE ETKİLİ OLAN DUYGULAR VE NEDENLERİN KUŞAKLAR KAPSAMINDA İNCELENMESİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(45), 107-119. https://doi.org/10.30794/pausbed.784589
