Case Study : Emotions And Consumer Buying Behaviour

Our emotions affect us in so many ways. Emotions affect the way we behave, our views and opinions, our relationships and our decision-making; therefore, they are very relevant to our day-to-day lives. It is important that people have an understanding of these emotions and that they are able to interpret them. Emotions can both help and hinder our ability to best live our lives. It is also important to realize that even our emotions are shaped and biased by our environment and those close to us.

The ability to identify emotion and carry it out into one’s daily life is what defines an individual as human; if one lacks emotion, then the individual will become a robot of society. Emotion is defined as a natural instinctive state of mind deriving from one’s circumstances, mood, or relationships with others

Emotions are used in our everyday lives help us understand and comprehend a situation. The way we feel can affect the way we think through a situation and the situation that we make. Our emotions are expressed when we play sports, when a loved one dies, or when we see our newly born baby for the first time. Emotions are a state of consciousness like joy, sorrow, fear, hate, and love. Whenever we are presented with a situation, our brain responds in feelings, and our feeling determine what will happen next.

In Affect - A basic Summary of approaches, Andrew Murphie puts forth thought on the concept of affect and how it directly correlates with the language. Affect is described as what occurs right before one becomes aware of how they are feeling, and thus turning that feeling into an emotion. That being true, affect is moment to moment and is constantly changing, for emotion is continually being altered in order for one to be fully present in every point in time. Affect comes and goes instantaneously, for at the instant when it comes, one makes an effort to put affect into words, turning the affect into a feeling or emotion and it is gone. Affect cannot be put into language, but it is always something that will be with one. That being said, one cannot describe one’s affect to another. Though, by trying to talk about one’s affect, one must speak about the instant that created said affect, and by expressing one’s thoughts about their moment to moment experience, one can try to evoke a similar experience in another’s mind.

Attempts to define “emotion” have proved to be rather difficult. Instead of searching for a comprehensive definition, Gross (2011) describes the three core features of emotions. First, emotions occur when an individual decides that a situation is relevant to his or her goals. Second, emotions are multi-faceted, and involve both subjective and physiological experiences, as well as behaviors. The third feature involves the authoritative nature of emotions. They have the powerful ability to interrupt ongoing processes, assert their priority over other activities, and force their way into awareness. For example, some traditions describe emotions as “disorganized interruptions of mental activity” (Salovey & Mayer, 1989). Emotions are such an

Christakis and Fowler state that emotions themselves contain several elements. Emotions contain a conscious element, meaning people are aware of what they’re feeling. They have a physical aspect; emotions are tied to an individuals’ health. They also have a neurological affect; altering activity and blood flow levels in the brain. Finally, emotions contain a visual aspect; they can be expressed in facial expressions and body language.

Humans are a void capable of many different emotions like happiness, sadness, anger, and fear. These emotions are what lead your way into the world and give you life. Emotions are the way that people see you, and the way you see people. They are the way you conquer life. Different people conquer life with different emotions like (with) confidence, aggressiveness, and with sadness(with touch of anger).

Emotions are used in everyday life, whether it be just a simple smile that makes happiness disperse in your brain, or a death of a loved one that causes sadness. The basic emotions are joy, interest, surprise, sadness, anger, disgust, contempt, fear, shame, and guilt. The way we see emotion in ourselves and others can be very complex because we sometimes assume they feel a certain way just based on their actions or even facial expressions. When emotion is discussed in psychological terms, it is not based on one thing, instead it’s a mix of bodily arousal, expressive behaviors, conscious experience. Many theories try to explain how emotion works.

Emotions are feelings (Alder 140). Emotions involve a variety of components. These components include physiological factors, nonverbal reactions, cognitive interpretations, and verbal expressions. Physiological factors influence a person when they experience strong emotions (Alder 141). For example, if you experience fear, your heart rate will begin to increase, stimulating the parasympathetic nervous system. This results in your blood pressure to increase and an abundant amount of adrenaline to be released. To Saman, emotions are an assortment of different

In contrast,emotion is a strong feeling which is shown and connects to other factors such as a person’s circumstances, mood or relationships with others. However, individuals who interact with people and things as part of their daily lives, play a part in anybody’s emotional state, making them feel positively or negatively about that experience.

What are emotions? Emotions are a natural instinctive state of mind deriving from one’s circumstances, or mood that would trigger an emotion. In the science fiction novel, The Giver written by Louis Lowry, a character named Jonas, lives in the community where feelings that average people have nowadays are not show At the ceremony of twelve you are assigned your job that you will pursue for the rest of your life. The job that you are assigned you did ot get to chose indicating that the society might make the wrong decision. In the novel Jonas left the community to bring back everybody’s memories before the society changed at that decision resulted in a positive way because the government does not control what the people think anymore, Jonas becoming a hero giving back all the memories and the emotions so the people can feel, finally all the people can know how life was like before the society was created, and the history behind this utopia.

Marketing and advertising play a major role in the promotion of companies and products in the United States. Consumers are constantly surrounded by advertisements by means of television and radio commercials, billboards, magazines, and even social media. But how exactly do companies appeal to their consumers? My topic explores the different strategies used to persuade everyday people to use a certain product or service. One of the biggest effective strategies used in advertising is by appealing to the audience’s emotions. I chose to analyze two different sources for my research. The first source is called Emotional Moneymaker: Why Advertisers Need to Appeal to Emotions, and it talks about emotion-based

When talking about emotion it seems a fairly simple topic and immediately "feeling" words come to mind; sad, happy, and confused. These are basic emotions and easy to understand. What isn't so simple about emotions is their process and how they form and work. Emotions are reactions to sensory information like sight, smell, taste, touch and sound (Tracing Emotion’s Pathways 94). However, it is not that simple; an emotional reaction or response is made aware of and understood by a part of the brain called the sensory cortex. These emotional responses or reactions to sensory stimuli are processed by a part of the brain called the amygdala (What’s An Emotion). The amygdala is a huge asset to the cognitive factors of emotions because in processing emotions you become able to understand, recognize, and control them. So then how do emotions evoke a physiological reaction such as tearing up when one feels sad, laughing with joy, and trembling with fear? These physiological reactions that one may experience come from the autonomic nervous system. The autonomic nervous system is, “a collection of fibers that extend throughout

The positive or negative mentality and neural readiness towards an event, thing, place or person are what attitudes represent. The affective component is the emotional response a person has towards an attitude object. Throughout the day a person may find themselves feeling a wide range of emotions like sad or happy, embarrassed or proud, envious or comfortable. An unregulated affect can become dangerous to a person’s health, however, normally our affective experiences allow us to function properly in situation and aid in our chances of survival. People’s affective responses signal to them that things are well or not well depending on whether they are in a good mood or not. The affect people experience may also contribute to how one engages in particular behaviors; if a person is experiencing a positive affect,

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;