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Emotions That Influence Purchase Decisions And Their Electronic Processing

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  • Domenico Consoli

Abstract

Recent studies have shown that most of our purchasing choices and decisions are the result of a careful analysis of the advantages and disadvantages and of affective and emotional aspects. Psychological literature recognizes that the emotional conditions are always present and influence every stage of decision-making in purchasing process. Consumers establish with company brands an overall emotional relationship and express, also with web technologies, reviews and suggestions on product/service. In our department we have developed an original algorithm of sentiment analysis to extract emotions from online customer opinions. With this algorithm we have obtained good results to polarize this opinions in order to reach strategic marketing goals.

Suggested Citation

  • Domenico Consoli, 2009. "Emotions That Influence Purchase Decisions And Their Electronic Processing," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-45.
    • Handle: RePEc:alu:journl:v:2:y:2009:i:11:p:45
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    References listed on IDEAS

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    1. Shun Yin Lam & Mark Vandenbosch & John Hulland & Michael Pearce, 2001. "Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects," Marketing Science, INFORMS, vol. 20(2), pages 194-215, March.
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    Cited by:

    1. Consoli, Domenico & Musso, Fabio, 2010. "Marketing 2.0: A new marketing strategy," MPRA Paper 31116, University Library of Munich, Germany.
    2. Olga B. Yarosh & Natalya N. Kalkova & Viktor E. Reutov, 2021. "Customer emotions when making an online purchase decision: Results of neuromarketing experiments," Upravlenets, Ural State University of Economics, vol. 12(4), pages 42-58, September.
    3. Domenico Consoli, 2010. "A New Concept of Marketing: The Emotional Marketing," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 1(1), pages 52-59, September.

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    More about this item

    Keywords

    emotions; emotional marketing; emotional brand; emotions measurement; sentiment analysis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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