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UNIVERSITATEA BUCURESTI
FACULTATEA ADMINSTRATIE SI AFACERI
SPECIALIZAREA MARKETING

RECENZIE

TEMA

Emoțiile în comportamentul consumatorilor: o abordare ierarhică

Profesor
Emanuela Avram
Student
Dumitru Denisa Mihaela

BUCURESTI
2014
Emoțiile în comportamentul consumatorilor: o abordare ierarhică

Abstract
.În această lucrare , este prezentat faptul că cercetarea evidentiază diferite fluxuri ce pot fi integrate într-un model de emotii de consum ierarhic . Sunt impărtite astfel in trei mari niveluri ,nivelul superordinat, nivelul subordonat ,constă in emotii specifice , bazate pe Richins " ( Richins , Marsha L.Măsurarea emoțiilor în experiența de consum . J. consum. Res 24 ( 2 ) ( 1997) 127-146 ) Emoții de consum stabilite (CES) , și ca un nivel intermediar , ne-am propus patru emoții de bază pozitive și patru negative. Noi am efectuat cu succes un test preliminar pe acest model implicand emotiile superioare si cele de bază pentru diferite tipuri de produse alimentare . Rezultatele sugereaza ca emotiile de bază ofera mai multe informații despre sentimentele consumatorilor.

Cuvinte cheie
Emoțiile consumatorilor; Ierarhia de emoții; emotiile pozitive si negative afectează; Emoțiile de bază; emoții specific

Autori
Fleur J.M. Laros, Jan-Benedict E.M. Steenkamp
Sursa
Journal of Business Research 58 (2005) 1437– 1445
Introducere
După o lungă perioadă in care se considera ca deciziile luate de consumatori erau raționale si bazate pe atributele si beneficiile produsului , oamenii de știință au început să studieze sentimentele evocate de comercializare,stimuli , produse si marci ( Holbrook și Hirschman ,1982) . Multe studii au implicarea emoțiilor consumatorilor axate pe raspunsurile emotionale ale consumatorilor la publicitate( De exemplu , Derbaix , 1995) , și rolul de mediere al emoțiilor pe satisfacția consumatorilor ( de exemplu , Phillips și Baumgartner ,2002) .
Emoțiile au fost cotate la inceput ca avand o inflenta negativa sau pozitiva in procesul de cumparare ,insa mai tarziu se pune accentul pe sfecificul acestora.
Unii cercetatori folosesc un set cuprinzător de emoții specifice ( Richins , 1997 ; Ruth et al, 2002 . ) . alti cercetători s-au concentrat pe una sau mai multe emoții specifice ,: cum ar fi surpriza ( de exemplu , Derbaix și Vanhamme , 2003) , regretul( De exemplu , Inman și Zeelenberg , 2002; Tsiros și Mittal , 2000)simpatie și empatie ( Edson Escalas și Stern , 2003) ,jenă ( Verbeke și Bagozzi , 2003) și furie( Bougie et al , 2003; . Taylor , 1994) .

Emotiile in cercetare de consum
Această secțiune discuta pe scurt un set ilustrativ de studii de consum pe emoții (a se vedea tabelul 1 pentru o privire de ansamblu).
Mai multe studii s-au concentrat pe răspunsurile emoționale la anunturi. Holbrook și Batra (1987)si au dezvoltat propriile analize emoționale bazate pe o analiză în profunzime a literatura de specialitate. Ei au descoperit urmatoarele emotii ,placerea, excitarea și dominația in urma studiilor lor, ca fiind mediatoare intre consumatori si publicitate . Edell și Burke (1987) au creat de asemenea, lista lor de emoții,studiind ce rol au acestea in eficacitatea publicitatii

Tabelul 1
Prezentare generală a procesului de cumparare , folosind emotiile ca o variabilă principală * Edell și Burke ( 1987) optimist , negativ , și cald * Holbrook și Batra ( 1987) Placere , excitare , și dominație * Westbrook ( 1987) , Izard ( 1977) pozitive si negative * Nyer ( 1997) de ras și colab . ( 1987) Furia , bucurie / satisfacție , și tristețe * Richins ( 1997) Furia , nemulțumire , îngrijorare , tristețe , frică , rușine ,invidie , singurătate , iubire romantica , iubire , pace mulțumire , optimism , bucurie , entuziasm , și surpriză * Ruth și colab . ( 2002) de ras și colab . ( 1987) Dragoste , fericire , mândrie , recunoștință , frica, furie , tristețe ,vinovăție , neliniște , și jena * Smith și Bolton ( 2002) , Smith și Bolton ( 2002) Furia , nemulțumire , dezamăgire , milă , și anxietate

Din cauza acestor diferențe pe care cercetatorii le-au intalnit , putem spune că este mai bine sa includem unele emotii intr –o ierarhie,mai degrabă decât toate sub un singura mare emoție de bază ,de bucurie. (mandrie,multumire,fericire)
Ierarhia aceasta propune o clasificare pe trei niveluri: nivel superordinate cu pozitive și negative , nivel de bază cu patru emoții pozitive și patru negative, și nivelul de subordonare cu emotii specifice.

Masuratori

Datele au fost colectate într-un eșantion reprezentativ la nivel national printre 645 de consumatori olandezi, folosind un chestionar. Agentia de cercetare de piață GfK a realizat colectarea datelor. Dintre respondenți, 53,6% au fost femei, 58,3% au fost responsabil pentru cumparaturi de zi cu zi, iar 69,1% au fost salariatului principal al gospodăriei.
Vârsta medie a fost de 48 ani și a variat între 16 și 91.
Respondenții au fost rugați să indice în ce măsură au experimentat un numar de 33 emotii specifice pentru un tip de produse alimentare (alimente modificate genetic, alimente, produse alimentare ecologice, ).
În Olanda, aceste tipuri de alimente sunt cunoscute, excepția fiind alimente functionale (acest lucru a fost confirmat în discuțiile cu experți din industrie).

Prin urmare, respondenții care au evaluat emotiile lor pentru alimentele funcționale au primit explicații suplimentare: Alimentele functionale sunt produse alimentare care au fost îmbogățite sau modificate. Motivul pentru acest lucru este de a face produsul sănătos sau pentru a preveni bolile (de exemplu, lapte cu extra calciu, margarina cu aditivi pentru a reduce colesterolul ) Astfel au fost create 4 categorii de afect negativ ,Manie,frica,tristete si rusine ,si patru categorii cu emotii pozitive de baza,multumire ,fericire,dragoste si mandrie.

In urma studiului consumatorii au resimtit emotii de natura negative pentru produsele modificate genetic si functionale. S-au experimentat o stare de teama generala asupra tuturor produselor,iar ce este mai interesant,produsele ecologice nu au fost primite cu o emotie de bucurie.

Participanții nu se simt tristete sau rușine, dar sunt foarte supărati și tematori. Acest lucru înseamnă că se simt energizati și puternici, mai degrabă decât inactivi, și simt că nu ei înșiși sunt de vină, insa altcineva este. În plus, produsele alimentare modificate genetic provoacă asocieri puternice cu emotii de risc și incertitudine care duc la sentimente de frică.
Concluzii

Studiul nostru ofera suport pentru modelul propus și sugerează că emoțiile de bază permit o mai bună înțelegere a sentimentelor consumatorilor în ceea ce privește anumite produse alimentare , comparativ cu clasificarea precedenta , numai in emotii pozitive și negative .În funcție de problema de cercetare ,doar o parte a modelului poate fi utilizat . Cu toate acestea , chiar și în astfel de cazuri , cercetătorul se poate raporta la acest model

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