Consumer Emotions Research Articles

JellyCat: Marketing Strategies Based on Customer Emotions and Sentiment

The exploration of consumer psychology within marketing has long been recognized as a fundamental aspect, with a particular emphasis on consumer emotions and sentiment. This study delves into the case of JellyCat to thoroughly investigate its marketing strategies, which are intricately intertwined with consumer emotions and sentiments. It offers practical insights and recommendations to address current deficiencies. Drawing from the 7P model, this paper integrates theories such as the Emotional Contagion Theory and the Expectancy-Disconfirmation Model to critically analyze JellyCat’s utilization of sentiment-based marketing across various dimensions: product, price, place, promotion, people, physical evidence, and process. Through a comprehensive examination of JellyCat’s approach, this study aims to provide valuable insights and guidance for similar companies, presenting actionable methods and recommendations to rectify any shortcomings in organizational operations. Furthermore, it seeks to identify key successes and valuable lessons learned, aiming to inform and inspire other companies seeking to enhance their marketing strategies in alignment with consumer emotions and sentiments. By leveraging these findings, companies can effectively cultivate stronger connections with their target audience and bolster their marketing efforts in a manner that resonates deeply with consumer emotions and sentiments.

Green choices and brand happiness: A recipe for brand evangelism

AbstractTo date, research has predominantly focused on identifying the antecedents of sustainable consumption, but little work has been done to understand the impact of the consumption of sustainable brands on consumer emotions and behaviours thereof and how it varies across generations. This study attempts to analyse the relationship between consumption of sustainable brands and brand happiness, and the likelihood of it resulting in brand evangelism. We used the mall intercept method to collect responses from 564 respondents. We used structural equation modelling (SEM) to verify the research model and hypotheses and Hayes Process macro to test mediation and moderation impact. The study concludes that the consumption of sustainable brands triggers a positive emotional response in the consumer by evoking a feeling of happiness, which leads them to evangelise the brand. Thus, evangelists disseminate positive word of mouth and repurchase the brand, as well as engage in oppositional brand referrals to strengthen their relationship with the brand. The study further confirms the moderating role of generation cohorts in the relationship between brand happiness and brand evangelism. Gen Z is more likely to be an evangelist for sustainable brands as compared to other cohorts. The results corroborate with the self‐perception theory, which has been used as a theoretical base. In addition, managers should prioritise sustainability as a driver of brand happiness to effectively engage consumers, especially Generation Z, while aligning marketing strategies for consumer behaviour.

The Impact of Visual Stimuli on Online Shopper’s Emotion: Applying S-O-R Theory in Online Fashion Retail

This study investigates the impact of visual stimuli on consumer emotions and purchase behaviour in online shopping environments, using the Pleasure, Arousal, and Dominance (P-A-D) model as a theoretical framework. It investigates how visual aspects, including website aesthetics, product photography, and design complexity, influence consumer pleasure, arousal, and dominance, ultimately influencing purchase intentions. Visually appealing and well-planned visual material makes consumers feel better, increasing engagement and the likelihood of purchasing. Furthermore, it discovers that increased arousal can lead to impulsive purchasing behaviours, yet a sense of power or control increases consumer confidence and satisfaction. The study emphasises the necessity of combining visual and experiential aspects to create immersive online buying experiences. Theoretical implications recommend a more in-depth analysis of the P-A-D model's applicability in e-commerce. In contrast, managerial implications assert visual design optimisation to improve consumer interactions and sales.

Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective

The purpose of this paper is to (1) investigate whether consumers' emotions and purchase intentions are affected by the different behaviors or emotional states of Internet celebrities and (2) explore the change in consumers' emotions when Internet celebrities are replaced with artificial intelligence (AI) virtual anchors and whether consumers are willing to pay for AI virtual anchors. Therefore, the theoretical framework of this study was established by synthesizing emotion, trust, and personal values theories; following the causal framework of emotion-trust-intention, two studies were designed corresponding to Internet celebrities and AI virtual anchors. All data were collected via a questionnaire survey, and the two structural equation models were analyzed using Smart PLS software (version 4.0). Study 1 revealed that the behavior of Internet celebrities and shopping value directly affect consumer emotions and that different emotions significantly affect purchase intentions. Consumers with utilitarian motivations are more rational than those with hedonic motivations. Study 2 revealed that consumers with different shopping values experienced different emotional changes when confronted with AI virtual anchors and further confirmed the effects of emotions (post), consumer engagement, hedonism, and utilitarian values on consumer trust and purchase intentions. Moreover, AI virtual anchors are not popular except among consumers with extreme hedonism. Alternatively, consumers are more attracted to Internet celebrity live streaming than AI virtual anchors.

AI in Neuromarketing: Understanding Consumer Emotions and Behavior through Machine Learning

This paper explores the integration of artificial intelligence (AI) and machine learning in the emerging field of neuromarketing, which combines neuroscience with marketing strategies to decode consumer emotions and behaviors. By employing advanced techniques such as EEG, fMRI, and facial recognition, the research highlights how these technologies can analyze subconscious responses to marketing stimuli, providing deeper insights than traditional methods. The study emphasizes the transformative role of AI in enhancing predictive analytics, real-time personalization, and customer segmentation. Furthermore, it discusses the potential benefits of AI-driven insights for crafting effective marketing campaigns that resonate with consumers and improve engagement. The paper also addresses the challenges faced in this field and proposes future research directions to explore the intersection of AI and consumer behavior analysis.

The effect of self-conscious emotions of guilt and regret on consumers’ intentions to reduce food waste

The study explores the role of guilt and regret in influencing consumers’ food waste intentions and behaviors in India. We conducted a longitudinal study spanning May–September 2022 and August–December 2023. Study 1 indicates a negative association between regret and the intention to reduce waste, while Study 2 found a positive association. Felt guilt significantly influenced the intention to reduce waste in both studies. This study aims to inform interventions and policies that promote sustainable consumption by uncovering the psychological factors influencing food waste. Waste reduction is consistently motivated by guilt in various restaurant settings, and the impact of regret improves over time. Based on our findings, it is evident that emotional responses are highly individualized, but various situational factors also influence consumer responses. This study highlights the need for customized interventions to address consumer emotions about food waste. Developing practical strategies that can effectively address emotional triggers, increase consumer awareness, and close the gap between intention and behavior is essential. By considering our findings, stakeholders can develop impactful campaigns and policies that encourage sustainable food practices and reduce waste, thereby cultivating a more sustainable food system.

Decoding Preferences: A Comparative Analysis of Non-Alcoholic and Alcoholic Cocktails through Acceptance and Qualitative Insights

This study aimed to evaluate consumer perception and acceptance of non-alcoholic cocktails compared to their traditional alcoholic counterparts in a restaurant setting. Three popular cocktails—gintonic, mojito, and mule—and their non-alcoholic versions (NoLo) were assessed following a three × two experimental design. A total of 600 participants (approximately 100 per cocktail) participated at the Basque Culinary Center’s restaurant. Participants rated their liking of the cocktails using a nine-point hedonic scale and provided open-ended responses about the sensory characteristics and the consumption contexts or emotions evoked by the different cocktails. The results showed differences in the acceptance of the six cocktails, but no significant differences between the alcoholic and non-alcoholic versions, suggesting that NoLo alternatives were similarly well-received. Open-ended responses were analyzed using latent dirichlet allocation (LDA) to uncover latent topics, and Fisher’s exact test and correspondence analysis were used to identify differences in the mentioned topics per cocktail. Specific sensory attributes, emotions, and contexts were associated with each type of cocktail, but no differences were found between the alcoholic and non-alcoholic versions. These findings demonstrate the viability of non-alcoholic cocktails in real consumption settings, eliciting similar liking scores, sensory attributes, contexts, and emotions in consumers. This study also highlighted the potential of natural language processing techniques for analyzing open-ended questions.

Consumer emotions and behaviors: double moderation of sign value and source market

Consumer emotions and behaviors: double moderation of sign value and source market

Aspect-Based Sentiment Analysis on Social Media Comments (Twitter) : The Attributes of Service Robots in the Hotel and Restaurant Industry

ABSTRACT Service robots are becoming more prevalent in the service industry, yet the impact they have on customer experiences is not well-documented. This study identified consumer emotions toward service robots in hotels and restaurants, focusing on how specific attributes of these robots affect consumer emotions. Furthermore, it explored which countries generate the most comments on these service robot attributes and the nature of consumer emotions within these regions. Utilizing sentiment analysis, the study examined 52,513 English-language tweets about hotel and restaurant service robots. Additionally, logistic regression analysis helped quantify the impact of robot attributes – categorized as physical, functional, and relational – on different classes of emotions. The findings reveal that customers of restaurants and hotels were most influenced by the physical and relational attributes of service robots, respectively, with functional attributes having the least impact. The logistic regression analysis offered significant insights into how service robot attributes influence consumer experiences in hotels and restaurants.

Exploring the Sustainability of Upcycled Foods: An Analysis of Consumer Behavior in Taiwan.

Given the urgent climate change and food security challenges, upcycled food products are crucial for sustainable food production and waste management. This study investigates Taiwanese consumer behavior towards upcycled foods using the value-attitude-behavior (VAB) theory, focusing on "product knowledge", "green perceived quality", and "price sensitivity". Of the 335 distributed surveys, 320 valid responses (95.5% effectiveness) were analyzed. The results indicated that eco-conscious values strongly influenced consumer attitudes and anticipated guilt (β = 0.647, p < 0.001; β = 0.691, p < 0.001), shaping behavioral intentions (β = 0.290, p < 0.001). Attitudes significantly correlated with intentions, validating the VAB framework. However, anticipated guilt showed a minimal impact (β = 0.029, p = 0.629), revealing complex consumer emotions. Green perceived quality and product knowledge were the key decision-making factors (β = 0.193, p < 0.001; β = 0.146, p < 0.001). Surprisingly, price sensitivity positively influences intentions (β = 0.764, p < 0.001), suggesting the consumer prioritization of quality and environmental values over price. These insights inform strategies for businesses to enhance consumer engagement and sustainability alignment, advancing progress towards Sustainable Development Goals (SDGs).

Emotional response to sherry wines and its relationship with emotional intelligence, level of expertise and gender

Emotional elicitation during wine consumption is a complex fenomena based on subjective experience and influence by physiological, cognitive and behavioural changes. The present study used a quasi-experimental design to examine consumers’ emotional responses during blind tastings of sherry wines, considering variables such as consumer experience, gender and Emotional Intelligence (EI). 66 participants were classified as non-expert (34) and expert (32) consumers to participate in blind tastings. Their emotional responses were measured using the EsSense25 Scale and the Perceived Emotional Intelligence was assessed through the Trait Meta-Mood Scale. Few differences were observed on emotional elicitation based on gender or consumer experience (non-expert vs expert), however the interaction of these variables was a good predictor of emotional response variance. Wine type also has an effect on emotional response, emphasising the role of sherry wine characteristics in consumer emotions. Furthermore, the Emotional Attention, one of the three dimensions of Emotional Intelligence, was found as a good predictor for the emotional responses to wine consumption. This relationship may be a key factor in understanding the differences between responsible consumption and excessive consumption, as indicated by research focused on binge drinking.

The phenomenon of brand hate: a systematic literature review

ABSTRACT Research on the positive emotions that consumers develop toward brands is well-established in the marketing literature. Studies on the negative consumer emotions toward brands have been relatively new but growing. In this paper, we report findings from a systematic literature review on one of these emotions, brand hate. We identify the antecedents and possible consequences of brand hate, comment on the literature strands that have come to define brand hate to date, and the methodologies that have been used to examine brand hate relationships. We offer a conceptual model that views brand hate as a mediational influence on brand hate antecedents and outcomes. We comment on the theoretical foundations’ researchers have used as conceptual anchors in their studies and offer promising questions for future research on brand hate issues.

RoBERTa, ResNeXt and BiLSTM with self-attention: The ultimate trio for customer sentiment analysis

Sentiment analysis of customer feedback is a pivotal component of Natural Language Processing (NLP), enabling businesses to gauge consumer emotions towards their products and services. The inherent variability of language introduces substantial challenges in the analysis of unstructured customer data. Sentiment analysis techniques generally fall into two categories: traditional methods, which involve the extraction of hand-crafted features and the application of machine learning algorithms, and end-to-end deep learning approaches that process raw data, transforming them layer by layer into high-level textual features. Each method presents its own balance between simplicity and speed versus analytical power and flexibility, and they all grapple with the need for extensive labeled data and computational resources. To address these challenges, this paper presents an innovative hybrid model that amalgamates RoBERTa, ResNeXt, BiLSTM, and self-attention mechanisms. This integration capitalizes on the collective strengths of these models to surmount the limitations inherent in each. The proposed model proves to be a powerful and efficient tool for sentiment analysis, demonstrating proficiency across various data types and tasks. We undertake a comprehensive evaluation of the proposed model’s accuracy and training efficiency using four benchmark datasets. Our investigation also explores the impact of different similarity measures and convolutional neural network architectures on the model’s performance. The results affirm that our model not only achieves high accuracy but also significantly reduces training time compared to RoBERTa’s fine-tuning. Furthermore, the model exhibits exceptional domain adaptability, particularly when fine-tuned on the IMDb dataset following initial training on the Yelp Review Full dataset. The practicality of the proposed model is underscored by its reduced computational complexity and its adeptness at navigating semantic and syntactic nuances.

How do emotions influence healthy food choice? Investigating an extended framework of the social-cognitive theory

PurposeThe purpose of this study was to investigate how and through which social-cognitive constructs, emotions influence healthy food shopping behaviors. Direct effects of those constructs, as well as indirect effects of consumer emotions are considered.Design/methodology/approachAn altered version of the Social Cognitive Theory, including intention, socio-structural factors, outcome expectancies and self-efficacy with the addition of consumer emotions was analyzed using structural equation modeling. Data of 1,181 volunteers were collected in Germany in 2021 through an online survey.FindingsIntention was the most important positive predictor of food choice, while socio-structural factors had the biggest impact on intentions. Those were mostly influenced by self-efficacy, which was strongly predicted by consumer emotions. Outcome expectancies did not influence the current model in any way. Consumer emotions did not directly influence intention, nor actual choice, however showed to be influencing those variables through indirect effects.Practical implicationsMarketers could benefit from these results by incorporating the current findings into existing marketing strategies through targeting a combination of social cognitive constructs, as well as consumer emotions to facilitate healthier food shopping behavior.Originality/valueAffect has received increasing attention in regards to its impact on healthy eating behaviors in recent years. Less attention has been paid to the mechanisms through which emotions influence healthy nutrition behavior, specifically how consumer emotions influence healthy food shopping behavior.

Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior Online

Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior Online

From the “Òstrakon” to the Art of Wine Tasting and the Measurement of Consumer Emotions

From the “Òstrakon” to the Art of Wine Tasting and the Measurement of Consumer Emotions

A Review on Sentiment Analysis Techniques and Approaches

In current scenario persons share their emotions and views on social media in symbolically and text form. These views turn out to be beneficial to organizations, political institutions and the public. It can be difficult to record and understand consumer emotions because reviews on the Internet are available to millions for a product or service. Sentiment examination assumes a significant part in corporate life as they influence their dynamic cycle in different sorts of occasions they face. The essential goal of this survey is to give a total image of sentiment investigation techniques and approaches, its sorts and grouping. This research paper presents an insight of different approaches on sentiment analysis along with demerits.

How influencer characteristics drive Gen Z behavioural intentions of selecting fast-food restaurants: mediating roles of consumer emotions and self-construal

PurposeThis study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.Design/methodology/approachA cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.FindingsInfluencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.Practical implicationsMarketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.Originality/valueOnly a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.

패키지디자인의 미니멀리즘 표현 속성이 소비자의 감성 지각에 미치는 영향 연구

In fierce market competition, product package design is one of the important means for companies to gain market share. Various expressions used in package design play an important role in creating emotional sympathy among consumers and encouraging consumption. Among them, minimalist design expression expresses images or objects with a basic structure, immediately recognizes the essence of the form, emphasizes, and minimizes it, making it easier to understand and accept. Furthermore, it enables form recognition that allows one to feel emotional autonomy by acquiring and performing playful functions. Accordingly, this study focused on studying the impact of minimalist expression attributes in package design on consumers' emotional perception. Through previous research and case analysis, the expressive properties of minimalism are summarized as 'simplicity and clarity' as formative elements and 'symbolism and environmentality' as semantic elements, and at the same time, according to the consumer PAD three-dimensional emotional model, emotional perception The dependent variables were set as ‘pleasure, arousal, and dominance.’ As a result of the analysis, it was found that in minimalism, the attributes of clarity expression all had a positive effect on consumers' pleasure, arousal, and dominance. In addition, it was found that the use of environmentality had a positive effect on consumer arousal and dominance. It should be noted that simplicity and symbolism play a positive role in stimulating consumer interest, but their impact on consumer arousal and dominance is not significant. This study fills in and verifies the research gap on minimalist expression in package design to a certain extent, making the study of a PAD consumer emotion 3D model richer and exploring the expression attributes of minimalism from a new perspective.

Korean Celebrity Brand Ambassador in Indonesia Advertisement: A Study Exploring Figure of Speech and Communication Strategies

Effective communication in advertisements hinges on clarity and relatability. Choosing the right figures of speech and communication strategies can significantly enhance the effectiveness of an advertisement. This study aims to identify the types of figures of speech and communication strategies technique used in advertisements featuring South Korean celebrity brand ambassadors for Indonesian product. Using a descriptive qualitative method based on the theories of Kim Wook Dong (2002) and Tatang (2016), data source were collected from advertisements on social media YouTube by using the method of listening to the note-taking technique. An interactive analysis model was used to analyze the data. Based by predetermined criteria, data was reduced to a total of nine Indonesian product advertisements with containing South Korean celebrity brand ambassadors from 2016 - 2023. The findings reveal that various figures of speech and communication strategies were employed to evoke consumer emotions in conveying the message and the purpose of the advertisement. By employing figures of speech that evoke emotions, advertisers can increase the effectiveness of their campaigns by strategically selecting linguistic elements that resonate with the target audience.