Emotional Marketing: Influence of Consumer Emotions on Brand Preferences

This research explores the relationship between consumer emotions and brand preferences. It utilizes a qualitative research approach to understand the emotional chords of consumers and how they influence purchasing behavior. The study aims to provide insights for effective marketing strategies.

THE BRIEF OF RESEARCH INTEREST
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Degree: MA or MSc
I. Area of Interest
'' Emotional marketing: the influence of consumer emotions on brand preferences/choices''
II. Description of the Idea
In essence, the aspect of consumer behavior and preference of choice is no doubt
uncertain as well as rational. Consequently, the overall consumer response to
marketing is considered emotional thus reflecting a different kind of meanings.
Since a particular product is purchased by consumers, the possession of a brand or
rather a product may tend to a customer to feel differently (Wang, Pelton, and Hsu,
2018). In this light, there are various elements that are associated with buying which
often portray a different collection of emotions (Tantanatewin and Inkarojrit, 2018).
There are some consumers who at some instance tend to associate their buying habit
with being unique and feel proud. On the other hand, there are those consumers that
engage themselves in purchasing and in turn feel excited about their buying action.
There is as well other class of consumers who are used to associating their

purchases with the sense of a level of responsibility. Essentially, there are arrays of
emotional chords of those consumers that are targeted by the marketers with an aim
of generating sales as well as managing effective marketing programs. According to
researchers, there are various associations of consumer purchases with an array of
sets of psychological states that often lead consumer in purchasing a certain product
based on their feelings.
III. Research Approach
The current study will utilize a qualitative research approach in finding the
relationship between the habit or rather purchasing behavior to the overall aspect of
consumer emotional being. In essence, despite the fact that the final results are not

in a position of determining or rather projecting the statistical sense of a research,
qualitative research approach represents the overall possibility on a comprehensive
view into particular research content. The role of qualitative approach in this study
will be to make sure that there is a clear understanding of the consumer, thus
leading to an effective marketing strategy. The main types of qualitative research
that will be used include observation, content analysis, interviewing, and Group
Focus (Daugherty, Hoffman, Kennedy, and Nolan, 2018). In the focus group, the
participants will be required to discuss personal emotions influence the purchasing
habit of a person. In this light, the participants can as well be asked regarding their
participation, feelings, beliefs as well as ideas on a particular brand, services, or
even product (Nuno et al., 2018). On the other hand, conducting interviews is a
qualitative approach where a person is required to carry out intensive interviews
with a rather small number of the participants with an aim of exploring the
participants’ perspective on the current topic.

References List
Daugherty, T., Hoffman, E., Kennedy, K. and Nolan, M., 2018. Measuring consumer
neural activation to differentiate cognitive processing of advertising: Revisiting
Krugman. European Journal of Marketing, 52(1/2), pp.182-198.
Nuno, A., Blumenthal, J.M., Austin, T.J., Bothwell, J., Ebanks‐Petrie, G., Godley, B.J. and
Broderick, A.C., 2018. Understanding implications of consumer behavior for wildlife
farming and sustainable wildlife trade. Conservation Biology, 32(2), pp.390-400.
Tantanatewin, W. and Inkarojrit, V., 2018. The influence of emotional response to interior
color on restaurant entry decision. International Journal of Hospitality Management, 69,
pp.124-131.
Wang, S.W., Pelton, L.E. and Hsu, M.K., 2018. Analysis of consumers’ attitudinal and
emotional factors on luxury apparel brand purchase intentions. The Service Industries
Journal, pp.1-19.

Declaration: I can confirm my conduct will comply with the University of Westminster Code of Practice
Governing the Ethical Conduct of Research (See code and practice posted on the intranet site
http://www.wmin.ac.uk/default.aspx?page=17110 ).
Signature: Date: