Download file to see previous pages...
Positioning of a firm generally depends on the perceived image of a firm or a product in the eyes of the customer. The extent of market competition has led the customer to be perceived as the most important stakeholder of a firm or an organization.
Marketers and researchers have often used the term consumer buying behaviour to explain the buying behaviour of the customer. They have tried to analyse the factors that have tried to influence it. Consumer buying behaviour can be defined as the psychological process behind the purchase making decision of a customer1.
There are various models that try to define the consumer buying behaviour. The Black Box Model is the one that attempts to provide an insight into the factors that are taken into consideration by a customer while making a purchase decision2.
The Black Box model of consumer buying behaviour states that the purchase decision of a customer is defined by certain external as well as internal factors. The external factors constitute aspects like economic factors, media, technologies, politics as well as social factors. Social factors are generally believed to be affected by the influence of peers of the customer as well as the demographic demands of that region. Finally the marketing mix also plays a major role in deciding the purchase act of a customer. These factors are analysed by the internal thought process of the customer which is also referred as the ‘Black Box’. This takes into account the emotional factors of a customer3.
As stated by the Black Box model, emotions play a major role in the purchase decision of a customer. Recent studies have indicated that often this aspect is being ignored by the marketers who try to influence the customer by using various aspects of the marketing mix. The importance of emotions in consumer buying behaviour is considered to be very important as most of the elements of
...Download file to see next pagesRead More
Normative commitment is based on person’s feeling of being obliged to the subject of commitment. This feeling is usually evoked by certain social norms and social pressure for acting in a certain manner. Feeling obliged, the customer is more willing to help the company by recommending the product to others
Man has evolved into a species different from all different life forms here on earth and is perhaps the only one capable of observing his own surroundings, have a notion of himself (called as reflexive thought) and also the ability to alter his own environment, for better or for the worse.
Indeed, the complex psychophysiological components of emotional experience are so vast that scientific knowledge is challenged to fully articulate this process. Still, a number of psychological and biological theories have predominated the scientific landscape.
Basically, emotions are sensations or feelings that we experience ‘inside’ us when faced with a particular situation or when reminded of a situation that occurred in the past. For instance, if a situation arises which is not in one’s favour, or which one does not like, one is bound to experience negative emotions.
This question can be answered by providing examples of people and situations in which emotions are artificial as well as by providing evidence from research regarding fake emotions. Actors are perfect examples of people who display fake emotions during plays and films.
A cheerful person tends to bring happiness with him whereas a despondent individual spreads tension and negativity. Barsade, Wharton Professor correctly surmises that emotions travel like virus and impact other people’s performance and
The happiness mood was evident even in my behavior. In my mind the feeling was the same. Hours before a special event are usually a normal feeling to be nervous (Ali, 2010). It was a form of gathering to all my close friends and
Emotions are a key factor in peoples’ daily performance as it is quite evident in peoples’ daily actions. Understanding the concept emotion and motivation is very important because it makes people unique. Arousal is the activation of energy before a given task is
Emotional reactions manifest in every human being since they can show signs expressed through feelings of sadness and happiness. In addition, some people exhibit visible signs of stress and anxiety. Consequently, these reactions control
8 Pages(2000 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Discuss the role of emotions in marketing and give some practical suggestions on how emotions can help sell a product for FREE!