YDT 2018-1 Soru=29

How does buying something affect consumers’ emotions?

Consumers purchase products and services to
experience certain emotional states or achieve
emotional goals in a process called emotional arousal.
Emotions can create a feeling of pleasure or
satisfaction, but they can also give the consumer the
perception that their purchase will help them avoid a
feeling of displeasure. No matter what the purchase is,
consumers must somehow associate a positive
emotional connection between a product and
themselves. Positive emotions can include the fulfillment
of a desire or the feelings of safety and protection.
Consumers also have both unexpressed and expressed
emotions. It is important to understand the difference
between these emotions because if a consumer is
purchasing but is not expressing any emotion toward a
product, you may need to ask more questions in order
to reach the customer on a deeper level. Doing so helps
the consumers feel that they are somehow linked to
your product and that it produces a favorable image of
them. This reaction evokes consumer identification with
your product and motivates them to buy – and keep
buying – your product