EMOTIONS THAT INFLUENCE PURCHASE DECISIONS AND THEIR ELECTRONIC PROCESSING

Domenico Consoli
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Domenico Consoli: Università Politecnica delle Marche Ancona

Annales Universitatis Apulensis Series Oeconomica, 2009, vol. 2, issue 11, pages 45

Abstract: Recent studies have shown that most of our purchasing choices and decisions are theresult of a careful analysis of the advantages and disadvantages and of affective and emotionalaspects. Psychological literature recognizes that the emotional conditions are always present andinfluence every stage of decision-making in purchasing process. Consumers establish with companybrands an overall emotional relationship and express, also with web technologies, reviews andsuggestions on product/service. In our department we have developed an original algorithm ofsentiment analysis to extract emotions from online customer opinions. With this algorithm we haveobtained good results to polarize this opinions in order to reach strategic marketing goals.

Keywords: emotions; emotional marketing; emotional brand; emotions measurement; sentiment analysis. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009
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