Published Paper Details:

Product emotion and brand emotion can arouse emotions in consumers that result indifferent kind of behavior. This paper investigates the role of brand emotion and product emotion in consumers? purchase behavior. Although all aspect of human behavior cannot be studied, at least some aspects can be studied scientifically. The present study first glance through the background and literature, then examines emotion and consequently consumers? purchase behavior is studied, at the end comes conclusions and discussions. Given the limited insights provided by the literature into the phenomenon of interest, both exploratory qualitative and quantitative research approaches were deemed an effective means of exploring and examining the data collection for this study. In the qualitative research, semi-structured in-depth personal interviews with fifteen participants, who are volunteered for this study at supermarkets and hypermarkets, was carried out to identify their subjective interpretative patterns, viewpoints, emotional responses, and emotional abilities relative to persuasiveness of advertised price promotions. Data from subjects with consumer emotional dimensions to determine which dimensions influence consumers' attitude toward price promotional ads were factor analyzed Findings related to consumers' beliefs and perceptions of persuasive messages underline the level of consumers' attitudes, involvement, and knowledge about retail price promotions. Knowledge obtained from consumers' emotional responses to emotion-evoking offers and/ or deals also enables retailers better understand what emotions consumers want to experience, and when so as to tailor price promotions to the needs of individual consumer segments.