Application of Emotions on Consumer Behavior

Topics: Emotion, Psychology, Feeling Pages: 2 (412 words) Published: February 7, 2012
Application of emotions on consumer behavior
Consumer: An individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements. Consumer Behavior: The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers). Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics Emotions: A mental state that arises spontaneously rather than through conscious effort and is often accompanied by physiological changes; a feeling: the emotions of joy, sorrow, reverence, hate, and love. Hierarchy of consumer emotion

The following is a list of the highest states of being/emotions to the lowest. 1) Joy/Knowing/Empowerment/Freedom/Love/Appreciation
2) Passionate
3) Enthusiastic/Eager/Happy
4) Positive expectations and beliefs
5) Optimistic
6) Hopeful
7) Content
8) Bored
9) Pessimistic
10) Frustrated/Irritated/Impatient
11) Overwhelmed
12) Disappointed
13) Doubtful
14) Worried
15) Blaming yourself or others
16) Discouraged
17) Angry
18) Spiteful
19) Hatred/Rage
20) Jealousy
21) Insecure/Guilty/Unworthy
22) Fear/Grief/Depressed/Despair/Powerlessness

It address how specific aspects of emotion impact consumer behavior. Much “emotional processing” occurs without our awareness. By emotional processing I mean how the neurochemical systems devoted to emotion in our bodies – most importantly our brains’ – react to stimuli in our external and internal environment. Example of emotions impact on consumer behavior by marketing point of view It is known that people in a positive mood evaluate products more favorably than people in a negative mood. "This...
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