Consumer Behavior Emotion and Consumer Term Paper

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Realizing that the sense of smell is extremely important in shaping perceptions about the quality of a good, techniques such as "scent-sory" branding have been developed to engage with shoppers on a sensory level and encourage emotional buying.

Flavor trends are evolving as consumer demands become more complex)

Other ways of implementing "emotional branding" is with what is known as 'sonic branding'. This process is designed to trigger an emotional response by association with pleasant memories.

3. Conclusion

The study of consumer behavior has taken greater cognizance of the way that emotional factors are related with certain behavior patterns. The impact of emotional aspects on consumer behavior is summarized clearly and succinctly by Zajonc (1980).

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Zalonc states that,

There are practically no social phenomena that do not implicate affect in some important way. Affect dominates social interaction and it is the major currency in which all social intercourse is transacted" (1980, p. 153). In essence, this refers to the undeniable fact that we 'feel' and respond to things and events in our environment in an affective and emotional sense, as well as a rational way. The debate about whether affective aspects come before reason and logic is still a contentious subject in this field. What is clear is the emotional aspects have a profound influence and impact on consumer behavior.

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