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Business, general

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Role of prior affect and sensory cues on consumers' affective and cognitive responses and overall perceptions of quality

Article Abstract:

Consumer preferences are not only motivated by various emotional factors, but are influenced by a number of cognitive responses, as well. It was proven that a consumer's quality perception for a particular product or service is strongly determined by intrinsic characteristics, such as tolerance and high value of raw materials, and extrinsic factors including product warranty and workmanship. These sensory cues, which are crucial in determining the nature of emotional response exhibited by consumers, may be analyzed effectively through the use of a multi-dimensional conceptual model.

Quality Control Management, Product quality, Quality control

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Effects of store characteristics and in-store emotional experience on store attitude

Article Abstract:

Retail characteristics, such as service quality and product assortment, have been proven to cast a pronounced effect on the emotion level of consumers. It was shown that retail outlets which offer a wide degree of product variations and render high-quality products tend to solicit positive emotional feedback among consumers. On the other hand, consumers tend to be anxious and displeased to inattentive sales staff and unaccommodating facilities. Factors, such as store location and atmosphere, are not likely to alter consumer behavior.

Advertising Management, Retail stores, Advertising, Stores

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Strategic role of affect-based attitudes in the acquisition, development, and retention of customers

Article Abstract:

Marketing professionals who are aiming to enhance the efficiency of their marketing strategies are encouraged to adopt an affect-based advertising approach. By associating one's product or service with a well-known figure or monumental event, companies are likely to win more customers and gain their loyalty. It was further emphasized that by focusing more on the emotional aspect of consumers, rather than their cognitive responses, products would be made more satisfactory.

Marketing Management, Methods

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