Friday, 08 Dec, 2023




Emotional Marketing on Consumer Behaviour - Perception Study

International Journal on Customer Relations

Volume 10 Issue 2

Published: 2022
Author(s) Name: Kshitiz Sharma, Pratyusha Kodhati, Suma Sukhavasi | Author(s) Affiliation: ABBS School of Management, Acharya Bangalore Business School, Bengaluru, Karnataka, India.
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Emotions are important in purchase decisions. Rational and emotional aspects together influence choices and decisions, both in social and business events. This paper is about how emotional marketing affects consumer behaviour and how emotions will affect the decision-making process of the consumers. To know the consumers’ response to different kinds of emotions, 150 samples were collected randomly using a questionnaire. The questions included how emotions affect them in various situations, which type of emotions they feel often, and how they feel after purchasing a product. According to the estimated results, it was found that emotions play a major role in consumer behaviour; further, it depends on their current mood and past experiences. Though it was proved that emotions affect consumer behaviour, it was completely subjective in nature as every individual has a variety of emotions based on their experiences in life. It is practically not possible to satisfy every customer’s emotional needs. Future research can focus on various emotions and the behavioural aspects that can have an impact, and a cross-sectional study can be conducted. Rather than depending on the consumer mindset at the time of buying, it would better to influence consumers’ emotions using advertisements and brand image.

Keywords: Emotional Marketing, Consumer Behaviour, Advertisement, Brand Management

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