Differences In Emotional Behavior - Consumer Behavior (Ch. 5) Flashcards
(13 cards)
What is emotional involvement in consumer behavior?
It refers to the deep personal interest that evokes strong feelings toward an object or activity, driving consumption through repeated experiences of strong hedonic motivations.
How can emotional involvement affect consumer behavior?
It can make consumers appear irrational and tends to increase when they receive something extra with their purchase.
What is flow in the context of emotional behavior?
Flow is an extremely high emotional involvement where the consumer is deeply engrossed in an activity, often losing track of time and reality.
What kinds of activities commonly lead to a flow experience?
Computer-related activities like gaming, shopping, and social media use often lead to flow experiences.
What is emotional expressiveness?
It’s the extent to which a consumer outwardly displays behavioral signs and reactions to emotional experiences.
How do emotionally expressive consumers behave?
They tend to react noticeably to unexpected outcomes and express their emotions outwardly.
Are there gender differences in emotional expressiveness?
Yes, women generally express emotions more noticeably than men, even when both feel the same emotions.
What is emotional intelligence (EI)?
EI is the awareness of one’s emotions in a given situation and the ability to control reactions to those emotions.
Why is emotional intelligence important in sales and service?
Salespeople and service providers with high EI are often seen as more effective and able to connect better with customers.
How does emotional intelligence affect online retail experiences?
Consumers with high EI tend to extract greater value from emotionally rewarding shopping experiences.
How do marketers use humor in advertising?
Marketers use humor to gain attention and create positive affect that may become associated with their brand.
What makes something funny in consumer behavior?
Funny things often contain mental incongruities that the brain attempts to resolve, creating enjoyment.
What value does humor provide to consumers?
It adds hedonic value (pleasure and enjoyment) and can also have utilitarian benefits like stress relief.
