Consumer choice behaviour: An emotional theory

Flemming Hansen, Larry Percy, Morten Hallum Hansen

Research output: Working paperResearch

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The paper is concerned with the measurement of emotions and the study of the role ofemotions in consumer choice. Contemporary neurological findings suggest that emotionsmay play a role in its own right, quite different from the way in which they have beenconsidered in traditional consumer choice behaviour theory. A large-scale study including800 respondents, covering 64 brands, provide findings on emotional response tendenciesfor the brands, and relate these to involvement, type of need gratification, purchasingbehaviour, etc.
Original languageEnglish
Place of PublicationKøbenhavn
Number of pages34
ISBN (Electronic)x645152632
Publication statusPublished - 2004

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