Academic journal article Journal of Marketing and Management

Dimensions of Consumption Emotions: Turkish Consumers' Experiences

Academic journal article Journal of Marketing and Management

Dimensions of Consumption Emotions: Turkish Consumers' Experiences

Article excerpt


An extensive body of literature indicates that emotions are associated with marketing activities, including shopping, spending, recreation etc. Also, emotions are considered to be critical to make a decision about consuming behavior. Numerous scholars have long been attempting to define emotion and consumption emotion (Han and Back, 2006; Hou et al., 2013). One argument suggests that emotion is a valenced affective reaction to perceptions of situations (Han and Back, 2006; Richins, 1997) and consumption emotion is the psychological response derived from acknowledgement of products and services in consumption (Hou et al., 2013). Consumption emotions are distinguished from other types of emotions in terms of characteristics and intensity. The range of possible consumption emotions is much more specific, narrower and less intense than the range of all possible emotional responses (Han and Back, 2006). For example, emotion that a parent has when a child takes his or her first steps is much more intense (Han and Back, 2006) than the emotion consumers have when they undertake shopping activities.

Literature Review

From a theoretical perspective, when consumers undertake shopping activities it involves more than just the attainment of goods. Shopping behavior includes personal and social needs so that consumers employ a combination of rational choices seeking a pleasurable outcome (Spanjaard and Freeman, 2012). Therefore, identifying how to enhance the shopping experience and make it unique is important for helping department stores attract customers (Hou et al., 2013). As Holbrook and Hirschman (1982) or Bagozzi, Gopinath, and Nyer (1999) drew attention, emotions are important to many shopping experiences.

Many studies have addressed the significant role of emotions in consumption and they directly influence consumer perceptions, evaluations and behavior (Lin and Wu, 2006). Emotions that customers experience during shopping are more frequent, they can be positive or negative, and can be created by interactions with salespeople, other customers, or employees (Han and Back, 2006; Machleit and Eroglu, 2000). Emotional experience during shopping can be generated in a wide variety of store types such as stationery shops, beauty shops, playgrounds, technology product stores, household goods stores, cinema and cafeteria areas or other stores.

Upon entering a shopping environment, consumers might experience a vast array of emotions ranging from, for example, excitement, joy, interest, and pleasure to anger, irritate, or frustration (Machleit and Eroglu, 2000). Therefore, knowledge of the specific emotions consumers feel across a wide variety of store types can provide greater understanding of the nature of emotional responses to the shopping. Emotions were discussed briefly in marketing researches, however shopping emotions are not discussed extensively in the literature (Machleit and Eroglu, 2000). So far, little is known about how people respond emotionally to products or services and what factors or interactions trigger emotional reactions (Desmet, 2005). Accordingly, two research objectives guide this study. The first aim of this study is to evaluate what types of emotional responses consumers have during the shopping experience. The second objective involves classifying consumers into different segments based on emotional responses they have.



In this study, we aim to determine the dimensions and clusters related to shopping emotions, and to analyze whether there are differences across the responses of the segments with respect to emotion factors and demographic variables. A structured questionnaire was used in order to gather the data to explore factors and segments of emotions. The questionnaire comprised two sections for the study. The shopping emotions scale in first section is an adaptation of Richins (1997)'s CES (Consumption Emotion Set) 47-item measure capturing emotions during shopping. …

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