3 research outputs found
an emotional theory
The paper is concerned with the measurement of emotions and the study of the role of
emotions in consumer choice. Contemporary neurological findings suggest that emotions
may play a role in its own right, quite different from the way in which they have been
considered in traditional consumer choice behaviour theory. A large-scale study including
800 respondents, covering 64 brands, provide findings on emotional response tendencies
for the brands, and relate these to involvement, type of need gratification, purchasing
behaviour, etc