论文代写:消费者的情绪在决策中的作用

23 7月 论文代写:消费者的情绪在决策中的作用

论文代写:消费者的情绪在决策中的作用

为了研究情绪对消费者行为的影响,采用了定性和定量相结合的研究方法。定量研究的方法,以了解消费者的数量在各分店的人实际上是受自己的情绪而作出决定(霍耶和Stokburger,2012)。用于定量研究的方法进行了调查和问卷调查。在定量分析的帮助下,我们了解到,近80%的消费者在情绪的影响下,同时决定购买一个产品。

在定性分析的帮助下,我们了解到消费者购买行为背后的真实心理。由于它是一个已知的事实,定性分析有助于在人类行为的研究,因此它是最好的方式来理解为什么一个特定的决定是由消费者。为了得到最好的结果,我们决定采取小样本。这里所使用的方法是消费者的采访和观察方法。

对收集到的数据的分析表明,情绪对消费者的购买决策有着非常有影响的影响。可以看出,即使在评价不同的品牌,消费者使用的情感,即个人的感情和过去的经验,比统计数据提供相关的品牌。类似的是关于产品广告的情况下(黄某和kandampully,2012)。消费者越来越受到广告中目前实际信息对比广告的情感价值根据广告研究基金会的研究,有一种情感称为情感魅力实际上衡量广告是否将有助于增加一个特定的服装品牌或不销售。可以看出,一个乐观的情绪有更大的影响力,对品牌的忠诚度相比,在品牌的功能。

论文代写:消费者的情绪在决策中的作用

In order to study the impact of emotions on consumer behavior the research method which is used is both the qualitative and quantitative. The quantitative research method was used in order to know about the number of consumers at various stores who are actually influenced by their emotions while making decisions (Hoyer & Stokburger, 2012). The methodologies used for quantitative research were surveys and questionnaires. With the help of the quantitative analysis we came to know that almost 80% of the consumers were under influence of emotions while making decisions about buying a product.

With the help of qualitative analysis we came to know about the real psychology involved behind the consumers buying behavior. As it is a known fact that qualitative analysis helps in the study of human behavior and hence it is the best way to understand why a particular decision is being made by the consumer. In order to get the best results we decided to take small sample size. The methodologies used here were interviews of consumers and the observation method.

The analysis of the collected data makes it sure that emotions have got a very influential impact on buying decision of consumers. It is seen that even while evaluating different brands, consumers make use of emotions i.e. the individual feelings and the past experiences more than the statistics available related to the brand. Similar is the situation in case of advertising about the product (Hwang & Kandampully, 2012). The consumers are more affected by the emotional value in the advertisement in comparison to the actual information present in the ad. According to a research by an advertising research foundation, there is an emotion known as emotion of likeability which actually measure that whether an advertisement will be helpful in increasing the sales of a particular fashion brand or not. It is seen that an optimistic emotion has greater influence on brand loyalty in comparison to the features available in the brand.