Emotion in consumer psychology: Foundations and practices

L'émotion en psychologie du consommateur: Fondements et pratiques

Bahoussa Abdelaziz () and Imane Sbai ()
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Bahoussa Abdelaziz: UM5 - Université Mohammed V de Rabat [Agdal]
Imane Sbai: UM5 - Université Mohammed V de Rabat [Agdal]

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Abstract: The company is no longer able to settle for classic marketing. Marketing is overcoming obsolete practices and moving towards the emotions that are at the heart of the purchasing act. Emotion automatically influences our judgments without our being aware of it. Studies have shown that 80% of an individual's life is consumed by emotions, while the remaining 20% is intellect (Lough, 2006). The question of the theoretical status of emotion in consumer psychology is finally addressed. This emerging interest appeared in a conference chaired by Peterson et al (1986). Indeed, it becomes necessary to understand emotion in order to be able to reach the consumer's responses to advertising messages and commercial places. This article proposes to present the concept of emotion and its main contribution in consumer psychology from the emotional and cognitive angle, its measurement tool, as well as their interest for the study of consumer behaviour in marketing.

Keywords: Emotion; Consumer psychology; Consumer behavior; Marketing; Measurement tool (search for similar items in EconPapers)
Date: 2020-11-11
Note: View the original document on HAL open archive server: https://hal.science/hal-04454015
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Published in Revue Internationale des Sciences de Gestion, 2020

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