Report on Emotional Marketing's Influence on Consumer Decisions

This report presents a quantitative research study on the influence of emotional marketing on consumer behavior, specifically within the UK market. Employing a deductive approach, the research utilizes existing theories to examine emotional and cognitive factors impacting consumer judgment and decision-making. The study employs a quantitative research method, utilizing an internet-based survey via Google Forms to collect data from a convenience sample. The report outlines the research methodology, including variable selection, reliability considerations, and hypothesis formulation. Key hypotheses explore the positive influence of emotional marketing on customer satisfaction, the decision-making process, consumer judgment, and brand loyalty. The report also acknowledges the multi-cultural context of the UK and its impact on consumer behavior. The research findings aim to confirm or refute the formulated hypotheses through statistical analysis of collected data.

Procedure:
Considering the nature of the relationship between theory and research defines that there are two
ways to conduct the research, either deductive approach (where theory guides research) or the
reverse-inductive approach (theory is an outcome of research) (Bell, Bryman and Harley, 2019).
This thesis follows the deductive process that is existing knowledge and theories will be used to
explain certain phenomena. From the theoretical framework, the study expects to find out
reasonable emotional and cognitive factors that influence consumer judgment and decision
making.
There are two types of methods used in research, qualitative and quantitative. Both research
methods have advantages depending on the nature of the study and what the researcher wants to
solve. Qualitative research is usually applied in studies where in-depth information is gathered
by interviewing focus groups. This research method provides an opportunity to study matters in
their natural environment by observing people and their interactions (Goddard and Melville,
2017). Qualitative research focuses on people’s feelings and thinking whereas quantitative
research relies more on numbers and data. Quantitative research is usually referred to as
hypothesis-testing research. The study starts from the theory from which hypotheses are
generated (Goddard and Melville, 2017). Data will be collected and analyzed by statistical tests
according to the hypotheses. The conclusion can be drawn from results to confirm or conflict
with the theory. The quantitative research method is applied in this study.
Quantitative research can provide data from a large number of units. These units are usually
people or matters. The data that is collected from the units are known as variables. Variables are
characteristics that the researcher is interested in, for example, age or gender. The researcher
should limit the variables before the study because there is a certain number of variables that can
be studied at once. However, in qualitative research unexpected variables can appear during the
study but in a quantitative study, variables need to be set beforehand (Robertson, 2018). In this
study, the author has chosen different variables that are compared to each other to reveal
relationships. On one side there are social, personal, and psychological factors such as age,
relationship status, and occupation. Moreover, there are issues related to decision-making
processes such as information search and evaluation of alternatives.

In research, reliability is usually referred to as repeatability. A measure can be considered
reliable if the same results can be received over and over again. When conducting research, the
design should be so functional that different researchers using it to study the same phenomenon
would arrive at the same conclusion. This means that reliable research can be replicated (Bouter
and Riet, 2021). There is one notice that needs to be taken into consideration when dealing with
people. Any test that involves human judgment can be set under question. At the questionnaire,
consumers need to choose the alternative that indicates their opinion or attitude best (Ticca and
Traverso, 2016). It can be questioned if consumers can analyze themselves objectively enough to
respond truthfully to the questionnaire.
A hypothesis for research can be refined from the objectives that have been set for research.
Traditionally there are two types of hypotheses: the null hypothesis and the alternative
hypothesis. In practice, the null hypothesis is the opposite of truth and the alternative hypothesis
is the one that is true. Usually, the null hypothesis is the one that is tested because standard
statistical tests are just for testing that hypothesis. (Şen, 2019) Characteristics affecting consumer
behavior were presented earlier in the theory part and are based on those factors the research
hypothesis created. The following hypothesis was formulated:
 There is a positive influence of emotional marketing on customer satisfaction
 There is a positive influence of emotional marketing on the decision-making process
 There is a positive influence of consumer judgment on consumer products
 There is a positive influence of emotional marketing on brand loyalty
 There is a positive influence on emotional marketing on brand loyalty that is attributed to
customer satisfaction
 As the UK is a multi-cultural country with a huge range of culturally diversified people,
emotional and cognitive factors have a major influence on purchasing decision-making
behavior
Data for this study was collected via an Internet survey. The author used Google forms to create
a self-administered questionnaire. The self-administered questionnaire was chosen because the
cost is low, the minimal staff is required, respondents can stay anonymous while answering and
respondents can complete the form by themselves. The questionnaire was published in English.
The sampling technique had to be chosen according to the fact that all consumers do not have an

equal chance to take part in this survey. A convenience sampling method was selected to form a
suitable sample size. Convenience or accidental sampling includes the aspect to draw samples
from the population that is close to hand. Data can be collected from a population that is
conveniently available and willing to participate. The downside of this sampling method is that it
is the least reliable sampling method and findings cannot be generalized.