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Investigating Consumption-Related Emotions Elicited by Selected Dairy Products Using Product Emotion Measurement

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  • Valery Y. Yao

Abstract

This article investigates the mediating role of specific emotions attached to the consumption of milk, yoghurt, cheese, and maas (Note 1) in Gauteng Province, South Africa. To this end, 81 South African dairy consumers¡¯ consumption experiences were assessed through the use of the Product Emotion measurement (PrEmo). Computer-aided web interviews (CAWI) were used to collect the data. The findings indicate that ultimately, dairy consumption is emotionally-driven. The findings also clearly offer strong support that the notion of consumer emotion is a much better indicator for assessing and improving consumer experience. The uncovered strong emotions elicited by the selected generic dairy products should be considered by dairy marketers as critical building blocks in creating dairy marketing messages. Measuring consumers¡¯ consumption experience as integral part of a marketing programme is the first study of its kind in the South African dairy industry.

Suggested Citation

  • Valery Y. Yao, 2016. "Investigating Consumption-Related Emotions Elicited by Selected Dairy Products Using Product Emotion Measurement," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 86-97, February.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:86-97
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    References listed on IDEAS

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    3. Eduardo B. Andrade & Joel B. Cohen, 2007. "On the Consumption of Negative Feelings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 283-300, June.
    4. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
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    More about this item

    Keywords

    consumption emotions; product experience; dairy products; product emotion measurement (PrEmo);
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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