Rola emocji w kształtowaniu zachowań konsumpcyjnych nabywców. W świetle przeglądu literatury

• Autorzy: Piotr Gaczek

Warianty tytułu

The Influence of Emotion in the Creation of on Consumers' Purchaser Behavior. In the Light of Literature

• Języki publikacji: PL

Abstrakty

Niniejszy artykuł stanowi przegląd badań dotyczących wpływu emocji na zachowania konsumpcyjne nabywców. Procesy poznawcze towarzyszące ewaluacji produktu oraz wizualizacji przyszłych korzyści płynących z konsumpcji ulegają zniekształceniom wynikającym z mieszanki emocji odczuwanych przez kupującego. W wyniku pozytywnego lub negatywnego afektu jednostka może podejmować inne decyzje nabywcze oraz odznaczać się innymi intencjami zakupowymi. Celem artykułu jest identyfikacja potencjalnych zmian w zachowaniu nabywcy spowodowanych przeżywanymi przez niego emocjami. Dokonany zostaje także podział na emocje intensyfikujące chęć konsumpcji oraz ją ograniczające. Rozważania podjęte w artykule dotyczą również antycypowanych korzyści afektywnych, które zdaniem autora, mogą odgrywać istotną rolę w wyborach konsumenckich.(abstrakt oryginalny)

EN

This article presents the overview of research of the influence of emotion in consumer behavior. Cognitive processes accompanying product evaluation and visualisation of potential benefits resulting from consumption are prone to distortion. All distortion mentioned may be caused by emotion mix experienced by buyers. As a result of positive and negative affect individuals can take different decisions and be distinguished by other purchase intentions. The goal of this paper is to identify changes in consumer behavior caused by experienced affect. The division of emotions that increase and reduce consumption is also accomplished.(original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Decyzje konsumenckie; Konsumpcja

EN

Consumer behaviour; Consumer decision; Consumption

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2015
• Numer: nr 414 Konsumpcja jako forma komunikacji społecznej. Nowe paradygmaty i konteksty badawcze
• Strony: 259--269

Twórcy

autor

Piotr Gaczek

• Uniwersytet Ekonomiczny w Poznaniu

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Identyfikatory

DOI

10.15611/pn.2015.414.20