Emotions as the generator of an Impulse for purchasing

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Emotions as the generator of an Impulse for purchasing
The study of the consumer behavior has reached its zenith with the arrival of big data facilities
where the marketing experts and the experts of human psychology are processing and studying
the reasons behind the buying impulses that are forcing an individual to buy a product (Fang,
2014). Advertisers and promoters of the products are ready to spend billions of dollars to figure
out the main trigger point behind a buying impulse. Some experts believe that the majority of the
customers apply rational thought processes prior to making a purchase. While employing this
rational thought process they took resort in their past experiences, feedback of the others, value
for money prospects associated with the product and the utility of the product in the life of the
customers. The knowledge economy driven marketing campaigns are trying hard to cater the
logical faculties of the brain and thought processes to inflict a purchasing decision in the mind of
a person, however, many experts believe that sequence of attracting logos, ethos, and pathos
cannot be denied in this process, information can only satisfy the “logos” area of the human
perception and emotions are necessary to appeal the rest of the two faculties (Hill, 2019).
This second school of thought on the same issue suggests that apart from the logical faculty
emotions also play a crucial role in the buying decision. Advertising history of the world presents
many examples in front of us where intangible factors like “brand perception,” “feel-good
factor” and “visual persuasion” helped many individuals in making a buying decision. Products
like carbonated drinks and ornaments, fashion apparels are poignant examples of this trend. The
role of emotions becomes in the cases when an individual compares two products that are of
similar nature and technical denominations (Parsons, 2019). It has been seen that sometimes
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