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Sensitivity Analysis of Dynamic Emotional Luxury Cosmetic Purchases

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  • Tehrani, Radin
  • Ramezanian, Hasan

Abstract

Consumers’ purchasing choices are largely shaped by their perceptions of a product’s benefits, drawbacks, and emotional resonance. Psychological and marketing research suggests that emotions are integral throughout the buying process. This study investigates the emotional determinants influencing consumer behavior in the luxury cosmetics sector. A qualitative methodology was adopted, utilizing semi-structured interviews with 23 frequent users of high-end cosmetics and wellness products who are active in Telegram communities. The results revealed a spectrum of emotional reactions and identified key psychological triggers within the study group. In a subsequent phase, a panel of 15 experts—including specialists in marketing, psychology, digital luxury cosmetics enterprises, and administrators of online hygiene and beauty groups—collaboratively determined variables affecting consumer emotions. This process employed a structured three-step consensus approach, culminating in the identification and ranking of 36 factors impacting emotional engagement. These were then classified into three categories: individual characteristics, product- and community-related aspects, and external environmental influences.

Suggested Citation

  • Tehrani, Radin & Ramezanian, Hasan, 2025. "Sensitivity Analysis of Dynamic Emotional Luxury Cosmetic Purchases," OSF Preprints yr3m4_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:yr3m4_v1
    DOI: 10.31219/osf.io/yr3m4_v1
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