Exploration of Emotional Factors in Influencing Consumer’s Purchasing Decision
Asian Journal of Arts, Humanities and Social Studies,
Page 22-38
Abstract
Along with the development of a competitive global economy, businesses and marketers are facing with challenge how to understand and satisfy their consumers, built up and maintain the long-term relationship with consumers. The aim of this research figures out the influence of emotional factors on the consumer’s purchasing decision that can support marketers’ approach and keep relationship with their consumers, and it is premise for building the long-term consumer’s loyalty. This paper explores the influence of emotional factors in consumer’s purchasing decision through a survey on the target people group in Vietnam. The result of research shows the relationship between emotional factors and consumer’s purchasing decision. Additionally, the findings of research also provide groundwork and benefit for businesses or marketers building the marketing strategy that targets on the Vietnamese people.
Keywords:
- Emotional marketing
- emotional factor
- emotional behavior
- emotional branding
- consumer’s purchasing decision
How to Cite
Cho, J., Ngoc Duyen, H. T., Binh Luong, D., & Giang Vo, T. H. (2023). Exploration of Emotional Factors in Influencing Consumer’s Purchasing Decision. Asian Journal of Arts, Humanities and Social Studies, 6(1), 22-38. Retrieved from https://ikppress.org/index.php/AJAHSS/article/view/8088
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Cronbach LJ. Coefficient Alpha and the internal structure of tests. Journal of Psychometrika. 1951;31:993-96.
Peterson RA. A meta-analysis of cronbach’s coefficient alpha. Journal of Consumer Research. 1994;21(2):381- 391.
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DeCoster J. Overview of factor analysis; 1998. Retrieved Sep 15, 2022. Available:http://www.stat-help.com/factor
Perry RH, Isabella M, Charlotte B. SPSS explained, 2nded. New York: Routledge; 2014.
Samuel BG, Neil JS. Using SPSS for windows and macintosh: analyzing and understanding data, 4th ed. New Jersey: Pearson Prentice Hall; 2004.
Andy F. Discovering statistics using SPSS, 3rd ed. London: Sage Publications Ltd; 2009.
Consoli D. Textual emotions recognitions with an intelligent software of sentiment analysis. Journal of Third International Conference EITM, section Mathematics and Computer Science, Targu Mures. 2009; 997-1009.
Yong AG, Pearce S. A beginner’s guide to factor analysis: Focusing on exploratory factor analysis. Tutorials in Quantitative Methods for Psychology. 2013;9(2):79- 94.
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Retrieved Sep 3, 2022. Available:https://thuvienphapluat.vn
Harvey S. The power of emotional marketing: Once more with feeling; 2018. Retrieved Apr 10, 2022, Available:https://fabrikbrands.com/the-power-of-emotional- marketing.
Gobé M. Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press; 2009.
Darwin C. The expression of the emotions in man and animal. London: D. Appleton and Company; 1913.
Damasio A. Descartes' Error: Emotion, Reason and the Human Brain. New York: Penguin Books Group; 2005.
Plutchik R. The circumflex as a general model of the structure of emotions and personality. Washington DC: American Psychological Association; 1997.
Zammuner VL. Concepts of emotion: ‘Emotionness’, and dimensional ratings of Italian emotion words. Journal of Cognition and Emotion. 1998;12 (2);243-272.
Bindu MH, Gupta P, Tiwary US. Cognitive model - based emotion recognition from facial expressions for live human computer interaction. In IEEE Symposium on Computational Intelligence in Image and Signal Processing, CIISP. 2007;351- 356.
Milou O. Emotional marketing: how to use emotions in your marketing; 2018.
Retrieved Apr 10, 2022, Available:https://neurofied.com/.
Izard CE. Human Emotions: Emotions, Personality, and Psychotherapy series. New York: Plenum Press; 1977.
Richard CL, Allen DK, Susan F. Emotions: A cognitive-phenomenological analysis. Academic Press, INC; 1980.
Arnold MB. Emotion & personality, the 1st ed, psychological aspects. New York: Columbia University Press; 1960.
Nico HF. The emotions. England: Cambridge University Press; 1986.
Janelle B, Dianna M. Emotional value: Creating strong bonds with your customers. San Francisco: Berrett -Koehler, Inc.; 2000.
Richard PB, Mahesh G, Prashanth UN. The role of Emotions in marketing. Academy of Marketing Science Journal. 1999;27(2):184-204. Folajomi B. Emotional Marketing Statistics & Trends; 2022.
Retrieved Apr 15, 2022. Available:https://folajomiballo.com/emotional-marketing-statistics-trends/
Mark I. Empathetic marketing: how to satisfy the 6 core emotional needs of your customers. New York: St. Martin’s Press LLC; 2012.
Murray P. How emotions influence what we buy; 2013.
Retrieved May 2, 2022. Available:https://www.psychologytoday.com/us/blog/inside-the-consumer-mind/201302/ how-emotions-influence-what-we-buy.
Lerner JS, Li Y, Valdesolo P, Kassam SK. Emotion and decision making. Annual Review of Psychology. 2015;66 (1):799-823.
Titchener EB. Lectures on the elementary psychology of feeling and attention. New York: The Macmillan Company; 1908.
Paul E, Wallace VF. Unmasking the face: A guide to recognizing emotions from facial expressions. Massachusetts: Cambridge; 1975.
Kotler P, Keller K. Marketing management. 14th ed. New Jersey: Prentice Hall; 2011.
Schiffman L, Hansen H, Kanuk L. Consumer behavior: A European outlook. London: Pearson Education; 2007.
Joe Layng TV. Emotions and Emotional Behavior: A constructional approach to understanding some social benefits of aggression. Brazilian Journal of Behavior Analysis. 2006;2:155-170.
Gladwell MT. The tipping point: How little things can make a big difference. New York: Little, Brown and Company; 2000.
De Vaus D. Surveys in social research. 5th ed. London: Routledge; 2004.
Del IH, David LM. Consumer Behavior: Building Marketing Strategy, 11st ed. McGraw-Hill Irwin; 2009.
Paul E. Strong evidence for universals in facial expressions: a reply to Russell’s mistaken critique. Psychological Bulletin. 1994;115 (2):268-287.
Keegan, W, Moriarty S, Duncan T. Marketing, 2nd ed. NJ: Prentice-Hall, Englewood Cliffs; 1995.
Thagard P. Brain-mind. From neurons to consciousness and creativity. New York: Oxford University Press; 2019.
Ronald JF, Gary AC. In the mood to buy: Differences in the mood states experienced by compulsive buyers and other consumers. Journal of Psychology & Marketing. 1996;8 (13):803-819.
Pride WM, Ferrell OC. Foundations of Marketing, 2nd ed. Boston, MA: Houghton Miffin Company; 2007.
Han S, Lerner JS, Keltner D. Feelings and consumer decision making: the appraisal-tendency framework. Journal of Consumer Psychology. 2007;17 (3):158-168.
Keltner DT, Lerner JS. Emotion. In The Handbook of Social Psychology, 1st ed. DT Gilbert, ST Fiske, G Lindzey. New York: Wiley; 2010.
Loewenstein G, Lerner JS. The role of affect in decision making. In R. Davidson, H. Goldsmith, & K. Scherer (Ed.), Handbook of Affective Science, 619-642. Oxford, Oxford University Press; 2003.
Jennife SL, Ye, L, Piercarlo V, Karim SK. Emotion and decision making. Journal of Annual Review of Psychology. 2014;66:799–823.
Domenico C. A new concept of Marketing: The Emotional Marketing. Journal of Accounting, Negotiation, and Distribution. 2010;1 (1):1-7.
Olivier P, Wallace J. Digital technologies and the emotional family. International Journal of Human-Computer Studies. 2009;67(2):204-214.
Sander S, Olsen LS. The role of emotions in customer complaint behaviors. International Journal of Quality and Service Sciences. 2012;4 (3):3-18.
Craig JT, Aric R, Zeynep A. Emotional Branding and the Strategic Value of the Doppelgänger Brand Image. Journal of Marketing. 2006;70:50-64.
Peter JM, Christos P. Atmospherics, pleasure and arousal: The influence of response moderators. Journal of Marketing Management. 1998;14:173-197.
Vietnam Population. World population Prospects; 2022.
Retrieved Sep 4, 2022. Available:https://worldpopulationreview.com/countries/vietnam-population
Dattalo P. Determining sample size: Balancing power, prescision, and practicality. New York: Oxford University Press; 2008.
Cronbach LJ. Coefficient Alpha and the internal structure of tests. Journal of Psychometrika. 1951;31:993-96.
Peterson RA. A meta-analysis of cronbach’s coefficient alpha. Journal of Consumer Research. 1994;21(2):381- 391.
Hair J, Black WC, Babin BJ, Anderson RE, Tatham RL. Multivariate data analysis. 7th ed. New Jersey: Prentice – Hall Inc; 2009.
Joseph FH, Jr, William CB, Barry JB, Rolph EA. Multivariate data analysis, 8th ed. UK: Cengage Learning, EMEA; 2018.
Nunnally JL. Psychometric theory. New York: McGraw-Hill; 1978.
Bartholomew D, Knotts M, Moustaki I. Latent variable models and factor analysis: A unified approach, 3rd ed. West Sussex, UK: John Wiley & Sons; 2011.
DeCoster J. Overview of factor analysis; 1998. Retrieved Sep 15, 2022. Available:http://www.stat-help.com/factor
Perry RH, Isabella M, Charlotte B. SPSS explained, 2nded. New York: Routledge; 2014.
Samuel BG, Neil JS. Using SPSS for windows and macintosh: analyzing and understanding data, 4th ed. New Jersey: Pearson Prentice Hall; 2004.
Andy F. Discovering statistics using SPSS, 3rd ed. London: Sage Publications Ltd; 2009.
Consoli D. Textual emotions recognitions with an intelligent software of sentiment analysis. Journal of Third International Conference EITM, section Mathematics and Computer Science, Targu Mures. 2009; 997-1009.
Yong AG, Pearce S. A beginner’s guide to factor analysis: Focusing on exploratory factor analysis. Tutorials in Quantitative Methods for Psychology. 2013;9(2):79- 94.
Shona Mc. Developing strong research questions/ criteria & examples; 2019.
Retrieved July 21, 2022. Available:https://www.scribbr.com/research-process/research-questions.
Bhat A. Qualitative research: Definitions, types, methods and examples; 2020.
Retrieved May 10, 2022. Available:https://www.questionpro.com/blog/qualitative-research-methods/.
Minh NN. Distribution of social commerce shoppers Vietnam Q1-Q2 2020, by age and gender; 2020.
Retrieved Sep 3, 2022. Available:https://www.statista.com/statistics/1247896/vietnam-social-commerce-shoppers-by-age-and-and-gender/
The National Assembly. Labor Code (Publication No. 45/2019/QH14); 2019.
Retrieved Sep 3, 2022. Available:https://thuvienphapluat.vn
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