RESEARCH OF IMPACT OF EMOTIONAL MOTIVATORS ON CONSUMER BEHAVIOR
Ključne reči:
ponašanje potrošača, emocionalni motivatori, kupovina, kozmetička industrija, emocionalna kupovina
Sažetak
Polazeći od značaja psiholoških procesa u ponašanju potrošača, ovaj rad
istražuje uticaj emocionalnih motivatora na proces odlučivanja u kupovini kozmetičkih
proizvoda. Empirijsko istraživanje je sprovedeno od febrara do marta 2020. godine na
uzorku od 125 ispitanika u Republici Srbiji. Ispitanici su odgovarali na pitanja o
pozitivnim i negativnim emocijama koje nastaju tokom procesa kupovine. Prilikom
koncipiranja upitnika, pošlo se od činjenice da emocije koje utiču na ponašanje
potrošača mogu biti integralne i incidentalne. Cilj istraživanja bio je da se identifikuju
emocije koje ostvaruju najsnažniji uticaj na potrošače pri odlučivanju o kupovini
kozmetičkih proizvoda. Tokom statističke obrade podataka, primenjene su sledeće
tehnike i metode: mere deskriptivne statistike (frekvencije, aritmetičke sredine), mere
varijabiliteta i metod korelacije. Rezultati istraživanja su ukazali da su pozitivne
emocije najdominantnije emocije koje utiču na odluke potrošača o kupovini u
kozmetičkoj industriji u Republici Srbiji. Većina ispitanika prepoznala je nadu kao
najvažniju emociju u svom ponašanju pri kupovini.
Reference
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3. Bettiga D., & Lamberti L. (2020). Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products. Frontiers in Psychology, Vol. 11, 15 May, Retrieved from https://www.frontiersin.org/articles/10.3389/fpsyg.2020.00929/full
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16. Loewenstein G., Weber E., Hsee C., & Welch N. (2001). Risk as feelings. Psychological Bulletin 127: 267-86
17. Loureiro S.M.C., Bilro R.G. & Japutra A. (2019). The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product & Brand Management, 29 (3),387-408
18. Magids S., Zorfas A., & Leemon D. (2015). The New Science of Customer Emotions. Harvard Business Review, 76, November, 66–74
19. Martin D., O’Neill M., Hubbard S., & Palmer A. (2008). The role of emotion in explaining consumer satisfaction and future behavioral intention. Journal of Services Marketing, 22 (3), 224 – 236
20. Maslow, A.H. (1943). A theory of human motivation. Psychological Review, 50, 370-396
21. Mogilner C., & Jennifer Aaker (2009). The ‘Time vs. Money Effect’: Shifting Product Attitudes and Decisions through Personal Connection. Journal of Consumer Research, 36 (7), 277–91
22. Mogilner C., Aaker J., & Kamvar S. D. (2012). How Happiness Affects Choice. Journal of Consumer Research, 39 (2), 429-443
23. Oswald A., & Torres N. (2020). Advertising Makes Us Unhappy. Harvard Business Review, January–February 2020, Retrieved from https://hbr.org/2020/01/advertising-makes-us-unhappy
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27. Schumann D. W., Haugtvedt C. P., & Davidson E. (2008). History of Consumer Psychology. In Handbook of consumer psychology. edited by Curtis P. Haugtvedt, Paul M. Herr and Frank R. Kardes. (p.6).New York: Taylor & Francis Group
28. Smith C., Ellsworth P. (1985) Patterns of cognitive appraisal in emotion. Journal of Personality and Social Psychology, 48(4), 813-838
29. Solomon M., Bamossy G., Askegaard S., Hogg M.K. (2006). Consumer Behavior A European Perspective. England:Prentice Hall, Pearson education. p.23
30. Solomon M.(2004). Consumer psychology. Encyclopedia of Applied Psychology. Elsevier. p.484
31. Solomon M. (2018). Consumer Behavior: Buying, Having and Being. Edinburgh: Pearson, p.180
32. Vallerand R. J., & Thill, E. (1993). Introduction au concept de motivation [Introduction to the concept of motivation]. In R. J. & E. E. Thills (Eds.), Introduction á la psychologie de la motivation [Introduction to the psychology of motivation] (p.3-39). Canada: Éditions Études Vivantes
33. Valette-Florence R., & Valette-Florence P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications en Marketing. Sage, 35(1), 84-110
34. Zaltman G. (2003). How Customers Think Essential Insights into the Mind of the Market. Boston, Massachusetts: Harvard Business School Press. p.13
35. Zorfas A., & Leemon D. (2016). An Emotional Connection Matters More than Customer Satisfaction. Harvard Business Review, August 29, Retrieved from https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
2. Bagozzi, R. P., Gopinath, M. & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27 (2) 184-206
3. Bettiga D., & Lamberti L. (2020). Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products. Frontiers in Psychology, Vol. 11, 15 May, Retrieved from https://www.frontiersin.org/articles/10.3389/fpsyg.2020.00929/full
4. Belk, R. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2, 157–164
5. Chaudhuri A. (2006). Emotion and reason in consumer behavior. Oxford: Elsevier. p.5
6. Cohen J., Pham M.T., Andrade E.B. (2008).The Nature and Role of Affect in Consumer Behavior. In Handbook of consumer psychology / edited by Curtis P. Haugtvedt, Paul M. Herr and Frank R. Kardes. (297-349). New York: Taylor & Francis Group
7. Ekman P., & Davidson R.J.(1994). The nature of emotion: Fundamental questions. New York: Oxford University Press
8. Gilbert D.T. (2006). Stumbling on happiness. New York: Knopf
9. Han S., Lerner J.S., & Keltner D. (2007). Feelings and consumer decision making: The appraisal tendency framework. Journal of Consumer Psychology, 17, 158-68
10. https://www.statista.com/statistics/243967/breakdown-of-the-cosmetic-market-worldwide-by-product-category/, Published by Shahbandeh M., Jun 10, 2020, Retrieved 2020-06-25
11. Isen A. M., Aparna A. L. & Durlach P. (2004). An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures. Motivation and Emotion, 28 (1), 43–63
12. Izard, C. E. (1977). Human emotions. New York: Plenum.
13. Kotler Ph., & Keller K.L.(2012). Marketing management. New Jersey: Prentice Hall. p.160
14. Keltner D., Oatley K., & Jenkins J.M. (2014). Understanding emotions. Hoboken, NY: Wiley
15. Leader D. (2009). The great unknown. The Guardian. Mar 7, Retrieved from: https://www.theguardian.com/lifeandstyle/2009/mar/07/freud-jung-psychoanalysis-behaviour-unconscious
16. Loewenstein G., Weber E., Hsee C., & Welch N. (2001). Risk as feelings. Psychological Bulletin 127: 267-86
17. Loureiro S.M.C., Bilro R.G. & Japutra A. (2019). The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product & Brand Management, 29 (3),387-408
18. Magids S., Zorfas A., & Leemon D. (2015). The New Science of Customer Emotions. Harvard Business Review, 76, November, 66–74
19. Martin D., O’Neill M., Hubbard S., & Palmer A. (2008). The role of emotion in explaining consumer satisfaction and future behavioral intention. Journal of Services Marketing, 22 (3), 224 – 236
20. Maslow, A.H. (1943). A theory of human motivation. Psychological Review, 50, 370-396
21. Mogilner C., & Jennifer Aaker (2009). The ‘Time vs. Money Effect’: Shifting Product Attitudes and Decisions through Personal Connection. Journal of Consumer Research, 36 (7), 277–91
22. Mogilner C., Aaker J., & Kamvar S. D. (2012). How Happiness Affects Choice. Journal of Consumer Research, 39 (2), 429-443
23. Oswald A., & Torres N. (2020). Advertising Makes Us Unhappy. Harvard Business Review, January–February 2020, Retrieved from https://hbr.org/2020/01/advertising-makes-us-unhappy
24. Oxenfeldt, A. (1974). Developing a favorable price-quality image. Journal of Retailing, 50, 8–14.
25. Shiffman L., & Kanuk L. L. (2010). Consumer Behavior. New Jersey: Pearson
26. Schiffman L. G., & Wisenblit J. L. (2015). Consumer Behavior. England: Pearson. p.176
27. Schumann D. W., Haugtvedt C. P., & Davidson E. (2008). History of Consumer Psychology. In Handbook of consumer psychology. edited by Curtis P. Haugtvedt, Paul M. Herr and Frank R. Kardes. (p.6).New York: Taylor & Francis Group
28. Smith C., Ellsworth P. (1985) Patterns of cognitive appraisal in emotion. Journal of Personality and Social Psychology, 48(4), 813-838
29. Solomon M., Bamossy G., Askegaard S., Hogg M.K. (2006). Consumer Behavior A European Perspective. England:Prentice Hall, Pearson education. p.23
30. Solomon M.(2004). Consumer psychology. Encyclopedia of Applied Psychology. Elsevier. p.484
31. Solomon M. (2018). Consumer Behavior: Buying, Having and Being. Edinburgh: Pearson, p.180
32. Vallerand R. J., & Thill, E. (1993). Introduction au concept de motivation [Introduction to the concept of motivation]. In R. J. & E. E. Thills (Eds.), Introduction á la psychologie de la motivation [Introduction to the psychology of motivation] (p.3-39). Canada: Éditions Études Vivantes
33. Valette-Florence R., & Valette-Florence P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications en Marketing. Sage, 35(1), 84-110
34. Zaltman G. (2003). How Customers Think Essential Insights into the Mind of the Market. Boston, Massachusetts: Harvard Business School Press. p.13
35. Zorfas A., & Leemon D. (2016). An Emotional Connection Matters More than Customer Satisfaction. Harvard Business Review, August 29, Retrieved from https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
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2021/04/23
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