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Factors Affecting the proper emotion and the role of consumer behavior on the results of exploratory research

Author: ZouZhiZuo
Tutor: HeJiaXun
School: East China Normal University
Course: Business management
Keywords: The situation should be Consumer behavior Factors Depth interviews
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 73
Quote: 0
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Abstract


In the modern highly competitive environment , companies tend to homogenization of products more and more obvious . People in the consumer behavior process in addition to their own economic interests to be considered outside , but also increasingly affected by the impact of emotion . HE Jia ( 2006 ) based on China's unique human norms derived by studying the context of China 's consumer - brand relationship quality through the \emotional relationship . Consumers in the consumer context made ​​consumer behavior , presumably from rational thinking up , it should be subject to the product / service really evoke feelings of , but in reality, consumer behavior , consumer behavior both really have the feeling of being affected and the impact of affection they deserve , and its influence in the real social life, especially in the consumer behavior everywhere. This method of using in-depth interviews to explore consumer product / service should be the influencing factors of the situation , and such feelings should be driven by consumer behavior which will produce results . Study found that there are four major factors: the reference population , situational , social norms and identity , will lead the consumer should have the feeling that this emotional effect of consumer behavior results will produce positive emotions and negative emotions, these two emotions will counterproductive to the future consumer behavior. If the consumer sentiment appears regret that he would be more in the future consumption becomes the reference population , or terminate the product / service provider's cooperation. If consumers appear happy mood , he might become a product / service often buyers, thus the product / service really have feelings generated but also contribute to word of mouth. According to the study 's conclusions , the article put forward three marketing suggestions: ( 1 ) the proper feeling clever use of the influencing factors , to increase consumer and product / service \Proper affection from the four factors in the corresponding countermeasures ; ( 2 ) insist on quality and image enhancement , contributed to consumers from \3 ) Learn regret mechanisms to minimize the affection due under the influence consumer behavior brings regret emotions.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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