Emotions In Consumer Behavior Essay

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From the moment a consumer engages in a transaction, emotions are used to determine purchase choices and satisfaction. The way an advertisement makes an individual feel, or the display in a store, provokes an emotion to promote the consumer to purchase that item or service. However, emotions are not limited to the initial transaction. After the transaction is completed, emotions determine the levels of satisfaction a consumer has towards an item or service. If the emotional benefit is equal to the expected results, the consumer will be satisfied, however, if the product or service does not hold to its expected standards, the consumer will not be satisfied and may discontinue doing business with the organization. Therefore, understanding emotions…show more content…
In the academic journal by Fleur Laros and Jan-Benedict Steenkamp published in 2005, emotions in consumer behavior are illustrated through a hierarchy-based system of classifying. The authors suggest that the understanding and interpretation of emotion is extremely beneficial for marketers. When an individual views an advertisement, the emotions mediate the consumer’s response to the material. Depending on the emotion the consumer feels after viewing the advertisement, this can potentionally prompt the consumer to purchase that good or service (Laros & Steenkamp, 2005).

However, emotions are not limited to influencing how a consumer purchases products or services, but emotions directly relate to the level of satisfaction an individual feels after purchasing a good or service. Laros and Steenkamp, 2005, state the importance and influence of emotions during post-purchase behavior. Satisfaction is commonly defined in simple terms, such as, positive and negative; however, there is an extensive divergence of emotions related to consumer satisfaction. To better understand the complex variety of emotions a
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Authors Richard A. Westbrook and Richard L. Oliver (1991) illustrate the definitions of satisfaction and consumption emotion through interviewing new owners of cars on their post-purchase evaluation. Satisfaction and consumption emotion are defined to show the relation, as well as, the difference in the two ideas. Westbrook and Oliver define satisfaction as “a post choice evaluative judgment concerning a specific purchase selection”; consumption emotion is defined as, “a set of emotional responses elicited specifically during product usage of consumption experiences” (Westbrook & Oliver, 1991). The definitions vary slightly due to the idea that satisfaction is the comparison of what the individual thought the outcome of the product or service should be, where consumption experience is a list of emotions the individual felt during or after the purchase without comparison (Westbrook & Oliver,
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