ISTRAŽIVANJE UTICAJA EMOCIONALNIH MOTIVATORA NA PONAŠANJE POTROŠAČA
Keywords:
consumer behaviour, emotional motivators, purchasing, cosmetics industry, emotional buying
Abstract
Regarding the importance of psychological processes in the consumer
behavior, the article examines the influence of emotional motivators on purchase
decisions in cosmetics industry. The empirical research was conducted from February
to March 2020, on the sample of 125 respondents in Serbia. The participants answered
the questions about the positive and negative emotions that occurred during the
purchasing process. When defining the questionnaire, we started from the fact that
emotions, which influence consumer behavior can be integral or incidental emotions.
The aim of the study was to identify the emotions that have the strongest effect on
consumers when purchasing cosmetic products. During the statistical data processing,
the following techniques and methods were implemented: the descriptive statistical
measures (frequencies and percentage, arithmetical midranges), the measures of
variability, the correlation method. The survey indicated that the most dominant
emotions that affect consumer purchasing decisions related to cosmetics products in the
Republic of Serbia are positive emotions. The majority of respondents recognized hope
as the most important emotion in their buying behavior.
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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
Published
2021/04/23
Section
Original Scientific Paper
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