Emotional Drivers Research Articles

Influence of Emotional Marketing in the Field of Cosmetics Among Females Towards Brand Loyalty and Preference

Emotional marketing in the cosmetics industry has gained significant traction as brands strive to connect with female consumers on a personal level. Recognizing that cosmetics are more than just products, brands increasingly foAcus on evoking emotions and building connections that resonate with consumers’ identities, values, and aspirations. By tapping into emotional drivers such as self-confidence, empowerment, and individual expression, cosmetics brands leverage storytelling, personalization, and value-driven messages to create bonds that transcend the traditional product experience. These strategies, by going beyond functional benefits, forge meaningful relationships that positively influence both brand loyalty and consumer preference. As brands grow in their understanding of consumer psychology1 , emotional marketing strategies have evolved from mere trend-following to becoming an integral part of brand identity and differentiation. In a highly competitive cosmetics market, emotional engagement becomes a key asset, distinguishing brands that merely offer quality products from those that offer experiences rooted in emotional satisfaction and alignment with personal values. For instance, storytelling allows brands to narrate their journey and core values—whether through ethical sourcing, sustainability efforts, or diversity and inclusion initiatives—which resonates deeply with consumers2 who prioritize similar values. Similarly, personalization caters to individual preferences, allowing consumers to feel seen and valued, thereby strengthening loyalty and increasing purchase intentions. This study employs a mixed-method approach, combining quantitative data from extensive surveys and qualitative insights from indepth interviews. This dual approach captures not only the broad trends in consumer responses but also the nuanced ways in which emotional marketing influences individual purchasing decisions. The quantitative analysis provides statistical insights into the correlation between emotional marketing and brand loyalty, while qualitative interviews shed light on personal consumer experiences and emotional connections with specific brands. Together, these methods form a holistic view of emotional marketing’s impact, particularly its role in shaping purchasing behaviors and brand preferences among female consumers in the cosmetics industry. Findings from this study reveal that emotional marketing significantly shapes purchasing decisions by enhancing consumer perceptions of brand authenticity, trustworthiness, and alignment with personal values. Female consumers, in particular, are drawn to brands that promote messages of self-love, empowerment, and ethical responsibility. The emotional connection fostered through such marketing initiatives translates to higher brand loyalty and preference, as consumers are more likely to remain loyal to brands that reflect their values and resonate with their self-image. Furthermore, these findings highlight the effectiveness of emotional marketing strategies, providing cosmetics brands with actionable insights into building consumer loyalty and strategically positioning themselves within a saturated market. This approach, focused on aligning with consumer emotions3 and values, offers a sustainable competitive advantage that promotes brand loyalty and encourages positive consumerbrand relationships.

Human-Machine Engagement (HME): Conceptualization, Typology of Forms, Antecedents, and Consequences

Artificial intelligence (AI) applications in customer-facing settings are growing rapidly. The general shift toward robot- and AI-powered services prompts a reshaping of customer engagement, bringing machines into engagement conceptualizations. In this paper, we build on service research around engagement and AI, incorporating computer science, and socio-technical systems perspective to conceptualize human-machine engagement (HME), offering a typology and nomological network of antecedents and consequences. Through three empirical studies, we develop a typology of four distinct forms of HME (informative, experimenting, praising, apprehensive), which differ in valence and intensity, underpinned by both emotional (excitement) and cognitive (concern, advocacy) drivers. We offer empirical evidence which reveals how these HME forms lead to different cognitive and personality-related outcomes for other users (perceived value of HME, perceived risk, affinity with HME) and service providers (willingness to implement in services, perceived value of HME). We also reveal how outcomes for service providers vary with the presence and absence of competitor pressure. Our findings broaden the scope of engagement research to include non-human actors and suggest both strategic and tactical guidance to service providers currently using and/or seeking to use generative AI (GenAI) in services alongside an agenda to direct future studies on HME.

THE ROLE OF EMOTIONS IN CONSUMER DECISION-MAKING: ANALYZE HOW EMOTIONAL APPEAL IN MARKETING AFFECTS CONSUMER BEHAVIOR

Emotions play a pivotal role in consumer decision-making, influencing how individuals perceive, evaluate, and choose products or services. Emotional appeal in marketing taps into consumers' feelings, often bypassing rational thought to create strong associations with a brand or product. This paper analyzes how emotional appeal shapes consumer behavior by building brand loyalty, enhancing engagement, and driving impulse purchases. Positive emotions such as happiness, excitement, and belonging can foster long-term consumer relationships, while negative emotions like fear or anxiety can prompt immediate action. Through emotional resonance, brands not only differentiate themselves in a crowded marketplace but also create memorable experiences that impact purchasing decisions. The findings suggest that successful emotional marketing strategies are those that align with consumers’ values, desires, and emotional states, highlighting the importance of understanding both rational and emotional drivers in shaping consumer behavior. KEYWORDS Emotional Appeal, Consumer Behavior, Brand Loyalty, Impulse Buying, Positive Emotions, Negative Emotions, Engagement, Emotional Marketing, Brand Differentiation, Cultural Sensitivity, Neuromarketing, AI and Emotion Recognition, Personalization, Social Media, Sustainability, Behavioral Economics.

Optimizing cell phone recycling process: Unraveling rational and emotional drivers of consumer recycling participation using PLS-SEM and fs-QCA

The rapid obsolescence of cell phones has led to significant challenges in electronic waste. Effective recycling processes are crucial to mitigate environmental impacts and recover valuable materials. However, consumer participation in obsolete cell phone (OCP) recycling remains suboptimal. The purpose of this research was to apply the Theory of Planned Behavior (TPB) to investigate the factors that influence the intention to recycle obsolete cell phones among Chinese consumers. By analyzing 621 valid survey responses using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study identifies that attitude, perceived behavioral control, and subjective norm, as rational factors, significantly predict OCP recycling intention. Additionally, privacy concern and object attachment, as emotional factors, are found to reduce OCP recycling intention. Further analysis using Fuzzy-Set Qualitative Comparative Analysis (fs-QCA) pinpoints essential TPB configurations that enhance OCP recycling intention, highlighting that the absence of both privacy concern and object attachment contributes to high recycling intention. By introducing an emotional perspective, this study advances our understanding of the mechanisms underlying OCP recycling behavior. Strategic directions for improving cell phone recycling management are discussed.

Measuring the frequency and determinants of COVID-19 prevention behaviours: a cross-sectional assessment of large-scale programmes in seven countries, late 2020

ObjectivesThis multicountry analysis aimed to assess the prevalence of key hygiene prevention behaviours and their determinants, associated with international non-governmental organisation (WaterAid) hygiene behaviour change programmes for COVID-19 prevention. The...

Unraveling Image and Justice Concerns: A Social Identity Account on Appraisals and Emotional Drivers of High-Status Transgressor Group Members' Solidarity With Low-Status Groups.

High-status group members typically respond defensively when their ingroup members transgress against low-status groups. However, when they identify highly with transgressor groups, they sometimes also engage in solidarity with victimized low-status groups due to ingroup-focused motives. Yet, the response of low-identified transgressor group members, who can prioritize victims' plight over ingroup interests, remains underexplored. To address this gap, we conducted three preregistered studies (Ntotal = 886) concerning education-based transgressions in the Netherlands and the United Kingdom, employing cross-sectional (Study 1) and experimental designs (Studies 2-3). Supporting previous research, we found that high-identifiers engage in nonradical solidarity driven by ingroup image concerns and image-related emotions. Low-identifiers, however, engage in both nonradical and radical solidarity through perceived injustice and justice-related emotions. Our findings provide insights into the roots of high-status group collective action on behalf of low-status groups against intergroup transgressions. Theoretical and societal implications were discussed.

Effect of Jellyfish Body Parts and Presentation Form on Consumers Liking, Sensory Perception, Emotions, and Food Pairings.

Although jellyfish represent a food source in Asia, limited attention has been devoted to investigating Western consumers' perception and acceptance. This study explored the role of jellyfish body parts and presentation form in determining consumer perception. A local consumer test with 106 untrained subjects (57.5% female, 18-45 years) was performed in Italy over two days on six samples of jellyfish (Rhopilema esculentum Kishinouye) differing in terms of body parts (umbrella and oral arms) and presentation form (minced, striped, and pieced). For each sample, participants expressed their overall liking and, through three check-all-that-apply tests, described their perceived sensory properties and emotions and potential preferred food pairings. The results showed a significant effect of presentation form on liking (with striped and minced samples liked more than pieced samples), 18 sensory properties, four emotions, and five food pairings. Moreover, different drivers of liking and emotions were observed for three clusters of subjects named "In favour of", "Against", and "Picky towards" eating jellyfish. In conclusion, this study found that at least one segment of consumers could accept jellyfish as novel food. Moreover, the provided results could be useful for developing innovative jellyfish-based products and dishes that meet consumers' expectations.

Impulse Buying: A Multi-National Consumer Study

This study explores impulsive buying behavior among consumers in India and other countries. It identifies factors influencing impulsive purchases, analyses the most impulsively bought product categories, and explores the post-purchase satisfaction of these impulsive decisions. Additionally, the study examines the personality traits of impulsive buyers compared to non-impulsive buyers. The research highlights the factors marketers and retailers can leverage to encourage impulsive purchases. It also empowers consumers to identify their impulsive buying tendencies and understand the emotional drivers behind them. The study provides valuable insights for entrepreneurs, marketers, retailers, and consumers.

Introduction to the Triple Special Issue “The Emotional Side of Populist Support: Key Affective Mechanisms at Test”

Although research on populism has gained traction as an established field of inquiry, its affective underpinnings remain a puzzle. A relatively underexplored area of study, now garnering attention, is the intricate relationship between populism and emotions. This Triple Special Issue focuses on the demand side of populist politics, delving into populist attitudes and the role emotions play in their activation. Articles in this collection address three overarching research questions, which we explore in this Introduction: What are the primary emotional drivers of populist attitudes? Which emotions are evoked in audiences by populist communication and framing? What is the significance of exploring complex emotions and moving beyond “thin ideology” in the study of emotions and populism? In this Introduction, we assess the current state of the art and highlight the contributions of our collection to ongoing theoretical and empirical debates.

Does aversion to insects affect insecticide use? An elusive answer calls for improved methods in biophobia research

Abstract Insecticides are commonly used to control insects and other arthropods in homes (hereafter collectively referred to as ‘insects’). Although aversion to insects might encourage the use of insecticides, it is unclear whether such feelings truly influence the decision to use insecticides. We investigated the connection between feelings of disgust towards insects and the use of household insecticides. Our aim was to uncover the unexplored emotional drivers of insecticide use, in order to provide insights that might help develop new programmes to reduce exposure to household insecticides. We conducted an online survey (n = 2500) that focussed on insecticide use and disgust feelings towards six species commonly found in homes (cockroaches, ants, spiders, mosquitoes, flies and centipedes). Respondents rated their level of disgust towards these species and reported various beliefs and practices related to household insects and insect control. Approximately 70% of respondents expressed strong disgust towards these species (ratings of 6 or 7 on a scale of 1–7). More than half (53.3%) reported using aerosol insecticides in their homes in the 6 months prior to the survey. Path analyses highlighted several factors that influenced insecticide use, including infestation level, disgust intensity, lack of knowledge about arthropods and aversion to chemicals. However, the observed effect sizes were modest, particularly regarding the influence of disgust on insecticide use, which somewhat constrains our study's contribution to the understanding of the motivators driving household insecticide use. We explain how our findings potentially reflect a critical methodological limitation in the standard methods commonly used for measuring aversion in biophobia (fear of nature) research. This limitation originates from the fact that highly aversive animals often provoke extreme reactions from most participants, resulting in a very low data variation that hinders data analysis. We address this concern in the context of our findings and propose potential solutions that could pave the way for future research on how attitudes towards highly aversive animals affect individuals, society, and the relationships between people and nature. Read the free Plain Language Summary for this article on the Journal blog.

Emotional drivers for purchasing apparels: buying process and decision making

Emotional drivers for purchasing apparels: buying process and decision making

Sensory drivers of liking, emotions, conceptual and sustainability concepts in plant-based and dairy yoghurts

Replacing animal-based protein food products with plant-based protein products is essential for human health and the environment. For this reason, a number of plant-based (PB) yoghurts have been developed to replace dairy yoghurt. However, many of these products suffer from poor sensory quality. In order to improve the quality of these products, data on the sensory drivers of liking, emotional, and conceptual responses to PB yoghurts, PB alternatives (PB blends, PB/dairy blends) and dairy yoghurts are required. In addition, in order to optimise the design of these products for sustainability-oriented consumers, research is needed on the drivers of consumers’ conceptualisations of sustainability. To provide actionable product development guidance on these issues, multi-attribute research was undertaken in a central location test with New Zealand consumers, using a variety of commercial PB and dairy yoghurts (blind sample presentation) that were expanded in their range of sensory attributes through ingredient modifications, with the goal of quasi-replicating and extending prior research on the sensory drivers of liking, emotions, and conceptualisations of PB yoghurts. Results of the research confirmed previous literature findings on the sensory drivers of liking and non-sensory variables in the PB yoghurt space. Among the salient findings related to sensory drivers are that white and lighter coloured yoghurts with smooth and creamy appearance and mouthfeel, sweet taste, and vanilla or coconut flavours maximise liking and positive emotional responses to yoghurt products. In addition, a number of these and other sensory characteristics elicited specific positive conceptualisations of the yoghurts. Although sustainability conceptualisations were evoked less frequently, the major positive drivers of these conceptualisations were “white colour,” “sweet,” “even/smooth” appearance and texture, “oat-like flavour” and “coconut flavour.” “Dairy flavour” evoked conceptualisations related to “traditional” and “authentic,” but also elicited a number of negative sustainability concepts, such as “resource intensive,” “commercially farmed raw materials” and reduced conceptualisation of “animal friendly.” Other important sensory drivers of liking, emotions and conceptualisations are discussed, providing consumer insights and direction to product developers in their efforts to improve the sensory characteristics, acceptance and consumption of PB and other alternative yoghurt products.

Should Net Promoter Score be supplemented with other customer feedback metrics? An empirical investigation of Net Promoter Score and emotions in the mobile phone industry

Net Promoter Score (NPS) is one of the most popular customer feedback metrics (CFMs) with benefits and limitations. One limitation is that prior research has shown that NPS is not better in explaining outcome variables such as sales growth or churn than other CFMs. Most prior research, however, has not considered combinations of CFMs, CFMs related to the antecedents of customer satisfaction, and CFMs with affective components. Therefore, we argue that NPS should be supplemented with other CFMs, e.g., emotions. In an empirical investigation in the mobile phone industry, we choose Net Emotional Value (NEV) to measure of emotions. We show that a combination of NPS and NEV leads to a better explanation of two out of three outcome variables compared to using NPS only or NEV only. We also illustrate how emotional profiles and driver analyses can be used to identify the most relevant emotions of Detractors, Passives, and Promoters and conclude with limitations and potential for further research.

Understanding the Psychology Behind Consumer Behavior

The study investigates the impact of emotional states on consumer decision-making processes. The purpose is to understand how emotions influence consumer behavior and purchasing decisions. The research design involves a comprehensive literature review of studies examining the relationship between emotions and consumer behavior, focusing on various theoretical frameworks and empirical evidence. Methodologically, the study employs a meta-analysis approach to synthesize findings from existing research and identify patterns and trends across studies. The findings suggest that emotions play a significant role in shaping consumer preferences, attitudes, and choices. Positive emotions tend to lead to favorable evaluations of products and brands, while negative emotions can result in avoidance or rejection of certain offerings. Additionally, the study discusses the mediating effects of mood on consumer decision-making and the moderating influence of individual characteristics, such as age and cultural background. The implications of these findings underscore the importance for marketers to consider emotional appeals in their promotional strategies and tailor marketing efforts to resonate with consumers' emotional states. By understanding the emotional drivers of consumer behavior, businesses can develop more effective marketing campaigns and enhance customer satisfaction and loyalty.

Using Neuromarketing to Create More Effective Messages in Sustainability Advertising Campaigns

Sustainability has become a hot topic in recent years, and it is essential for businesses to integrate sustainability into their marketing strategies. However, it is not enough to simply communicate messages related to sustainability in advertising. The challenge is to create campaigns that inspire consumers to act in ways that are better for the environment. Currently, many brands are trying to communicate topics related to sustainability in advertising, but not all campaigns will make people want to treat the environment better. It is knowledge from neuromarketing that allows us to better understand consumer motivations and behaviour. Thanks to this, brands can communicate their sustainability messages more effectively. In the article, we focused on a review of existing research that deals with the topics of sustainability in the context of advertising and consumer behaviour. We describe findings that help in the creation of advertising messages in campaigns that aim to motivate the consumer to be environmentally responsible. Neuromarketing research provides valuable insights into the emotional drivers of consumer behaviour, empowering brands to design effective sustainability campaigns. Companies can drive behaviour change and build a more sustainable future. Ultimately, the effective communication of sustainability topics in advertising not only benefits the environment but also helps companies build a stronger relationship with their customers, creating a beneficial scenario for all stakeholders. Our goal is to offer companies recommendations for a better understanding of their consumers and to be able to communicate sustainability topics more effectively so that they have a real impact.

A constant threat? A narrative exploration of the relationship between benefit receipt, mental distress and the threat of homelessness

Resistance to housing and welfare reforms on economic, ‘practical’ grounds was shattered by the covid-19 pandemic, which demonstrated that where there is a will there is a way when it comes to providing housing. Despite a purported ‘right’ to adequate housing, many people in the UK face profound challenges accessing stable accommodation. Drawing from a biographical-narrative study, this article details experiences of men who have the right to adequate housing denied and thus experience housing insecurity. Subsequently, it explores how such insecurity exacerbates pre-existing mental health problems. The core argument of the article is that welfare reforms produced the sense of a constant threat of homelessness and destitution for the 17 male participants in the study who claimed sickness benefits. This sense of constant threat manifested itself through (a) the production of present homelessness at the time of the research and (b) and underlying anxiety, fear and threat of homelessness. The article contends that the UK social security system perpetuates the structural and emotional drivers of mental distress, creating a deleterious cycle of poverty, insecurity and ill-health, concluding that the provision of stable housing is an upstream intervention to improve mental health and reduce social exclusion.

Can a smile help healing service failures? The interplay of employee emotions, guest emotions and justice perceptions for successful service recoveries in the hospitality industry

Drawing on emotional contagion and justice theory, this paper investigates frontline employees' emotions as drivers of guests' emotions and guest behavior in hospitality service recoveries. Two experimental studies show that frontline employees' smiling and high levels of distributive and interaction-based justice drive company success (e.g., customer satisfaction, word of mouth) by evoking positive emotions in guests. Moreover, the studies find that guests' negative emotions are less important in driving company success than their positive emotions when it comes to service recoveries. This research contributes to the existing theory by highlighting the relevance of frontline employees' smiling and emotional contagion for guests’ positive emotions and behavior. Hence, hospitality managers should consider advising frontline employees to smile and show justice-inducing behavior to elicit positive emotions, satisfaction, and word of mouth among guests.

COVID-19 vaccination and the behavioral immune system: The newcomer and the old friend get along in preventing infection

Despite its old evolutionary history and emotional relevance, the behavioral immune system is one of the less studied individual predictors of vaccine uptake. To fill the gap, we conducted a large online study (2072 participants) during the spring 2022 when the great majority of the Italian population had already received at least one dose of the COVID-19 vaccine. Hierarchical binary logistic regression showed that, after controlling for the confounding effects of demographic and personality factors, there was a significant and positive association between pathogen disgust sensitivity and COVID-19 vaccine uptake (OR, 1.68; 95% CI, 1.42–1.99). The likelihood of being vaccinated for a participant with the highest possible score on the PVD Germ Aversion scale was approximately 12 times higher than the likelihood for a participant with the lowest possible score. Public health messaging could leverage the activation of the behavioral immune system as an emotional driver of vaccine uptake.

Development of a consumer‐led emotion lexicon for meat and plant‐based burger patties using digitally recreated eating contexts

AbstractThe decision to consume novel foods such as plant‐based meat alternatives is often determined by emotional response. Generic food emotion lexicons are available for measuring emotional response, however, such lexicons may not capture the nuanced emotions associated with novel products. Here, an emotion lexicon specific to meat and plant‐based burger patties was developed. Discussion groups, where participants were digitally immersed in two typical burger eating environments, were used to generate relevant emotion terms toward different patties. A range of consumers contributed to the lexicon including users and nonusers of meat alternatives, two age groups, and three dietary groups. Subsequently, an on‐line sorting task followed by hierarchical clustering was used to reduce the size of the lexicon. The final lexicon contained 24 emotion categories. The lexicon shared terms with generic lexicons but notably contained other emotions associated with food neophobia, uncertainty, and deception.Practical ApplicationsThe results of this study provide an emotion lexicon specific to burger patties of meat and plant‐based origins. Currently no emotion lexicon has been developed for plant‐based patties, or plant‐based meat alternatives in general. It provides an important tool for further research concerning links between sensory and emotional drivers of plant‐based patty consumption across different types of patty consumers and has potential to be adopted for a wider product set.

Angry and afraid: emotional drivers of protest for abortion rights in Poland

ABSTRACT Since 2016, many protests in support of abortion rights have occurred across Poland. What emotions drove people to begin participating in these protests? What emotions encourage them to continue protesting for abortion rights over time? To answer these questions, I conducted semi-structured interviews with 50 activists who have protested in support of abortion rights since 2016 in nine Polish cities and towns. I asked activists what emotions were important when they decided to protest and what emotions remain important as they continue to protest. Anger and fear emerged as key emotional drivers of their initial and continued pro-choice protest participation.