Essays on Feelings And Consumer Decision Making Assignment

Download full paperFile format: .doc, available for editing

The paper "Feelings And Consumer Decision Making" is a good example of a Marketing Assignment. There are two distinct cognitive appraisals evident in ALDI strategy and cut across the integral and incidental emotions that influenced the decision of shoppers to move or consider ALDI as the first alternative when disappointed by their current stores. These two cognitive appraisals include; First, the advertisement on quality and low price of ALDI private label product; the company is clear about what it stands for through its tagline of “ Welcome to the home of the lowest price. ” The term ‘ low price’ elicits curiosity or anticipation from customers to try out the ALDI product (Frank Chung 2016).

The tagline itself draws the attention of potential consumers who feels that their current stores are overcharging them and ALDI is their first destination. According to the analysis by broker Morgan Stanley, ALDI’ s private label is approximately 27% cheaper compared to Woolworth Select range and Ald’ s Homebrand is 21% more expensive than Woolworth’ s (Low 2016). The ALDI’ s considered that discounting the private label is more responsive in influencing the consumer purchase decision more compared to Homebrand product(Lerner, Jennifer and Keltner 2000).

Also, the unit pricing developed in 2009 shows that ALDI provides the product at not only a lower price but also high quality. The more cautious consumer would notice that ALDI’ s Vanilla Cake mix pack is 380g, while Woolworth and Coles come with packs of 340g. The ALDIs Vanilla cake was valued at 21.3 cents per 100g, whereas Woolworths and Coles were 22.1 cents per 100g. Therefore, consumers find that ALDI’ s is not only the home of the low price but also quality products and thus influencing the consumer decision to purchase from its stores.

The price and quality of cognitive appraisal lie in integral emotions (Lee et al. 2013). ALDI embeds the emotions in the marketing stimuli or contexts (Cheap and quality) with the intention of influencing the decision to consider ALDI’ s stores as an alternative to the bigger stores, such as Woolworths and Cole who controls more than 70% of the market share (Lee et al. 2013). Secondly, the complexity of dominant stores acts as stimuli of initiating cognitive appraisal that favours ALDI stores (Blair, Sean and Neal Roese 2013).

For instance, Woolworths and Coles private label are categorised as Low-end, mid-tier and premium, while ALDI’ s invested more on strategy such as packaging them in different sizes that give consumer ability to consume what he/she wants (Low 2016). ALDI is gaining popularity for its simplicity so when consumer thinks of the supermarket, he/she feels shopping excitement since they are able to derive their maximum utility by not having to think on what to shop with distort consumption decision (Schema-Based appraisal).

On the other hand, the shift of consumers based on complexity from the dominant stores due to a wide range of products is a perfect example of incidental emotion. The incidental emotions entail the influence to consume ALDI’ s product that arose from unrelated influence of their decision, but the subsequent decision of that increases consumer confusion in making consumption decision (Kacen et al. 2013).


AAPNews Corp Australia Network. 2016. "Woolies’ ‘Defensive’ Move Against Aldi". Newscomau.

Agrawal, Nidhi, DaHee Han, and Adam Duhachek. 2013. "Emotional agency appraisals influence responses to preference inconsistent information." Organizational Behaviour and Human Decision Processes 120 (1): 87-97.

Blair, Sean, and Neal J. Roese. 2013. "Balancing the basket: the role of shopping basket composition in embarrassment." Journal of Consumer Research 40 (4): 676-691.

Chung, Frank. 2016. "Aldi Eating Woolworths’ Lunch". Newscomau.

Das, Swetha. 2016. "Getting The Best Deal For Your Groceries Has Never Been Harder". The Sydney Morning Herald.

Garg, Nitika, J. Jeffrey Inman, and Vikas Mittal. 2005. "Incidental and task-related affect: A re-inquiry and extension of the influence of affect on choice." Journal of Consumer Research 32(1): 154-159.

Han, Seunghee, Jennifer S. Lerner, and Dacher Keltner. 2007. "Feelings and consumer decision making: The appraisal-tendency framework." Journal of consumer psychology 17(3): 158-168.

Kacen, Jacqueline J., James D. Hess, and Wei-yu Kevin Chiang. 2013. "Bricks or clicks? Consumer attitudes toward traditional stores and online stores." Global Economics and Management Review 18(1): 12-21.

Lambie, John A., and Anthony J. Marcel. 2002. "Consciousness and the varieties of emotion experience: a theoretical framework." Psychological review 109(2): 219.

Lee, Chan Jean, Eduardo B. Andrade, and Stephen E. Palmer. 2013. "Interpersonal relationships and preferences for mood-congruency in aesthetic experiences." Journal of Consumer Research 40(2): 382-391.

Lerner, Jennifer S., and Dacher Keltner. 2000. "Beyond valence: Toward a model of emotion-specific influences on judgement and choice." Cognition & Emotion 14 (4): 473-493.

Loewenstein, George, and Jennifer S. Lerner. 2003. "The role of affect in decision making." Handbook of affective science 619(642): 3.

Low, Catie. 2016. "Private Label Pain For Big Chains Who 'Can't Win'". The Sydney Morning Herald.

McCauley, Dana. 2016. "Woolworths Is Betting On A New Partnership To Help Give It An Edge In The $90Bn Grocery War". Newscomau.

Mitchell, Andrew A., and Jerry C. Olson. 2000. "Are product attribute beliefs the only mediator of advertising effects on brand attitude?" Advertising & Society Review 1(1).

Montano, Daniel E., and Danuta Kasprzyk. 2015. "Theory of reasoned action, theory of planned behavior, and the integrated behavioral model." Health behavior: Theory, research and practice.

Murphy, Jason. 2016. "Why Is Woolworths Really Struggling?". Newscomau.

Pham, Michel Tuan. 2007. "Emotion and rationality: A critical review and interpretation of empirical evidence." Review of general psychology 11 (2): 155.

Reid, Irvin D. 2016. "Consumers’ Attitudes Toward Preshopping Activity: Measurement and Relationship to Price as a Shopping Goal." Journal of Marketing Research : 384-388

Small, Deborah A., and Nicole M. Verrochi. 2009. "The face of need: Facial emotion expression on charity advertisements." Journal of Marketing Research 46(6): 777-787.

So, Jane, Chethana Achar, DaHee Han, Nidhi Agrawal, Adam Duhachek, and Durairaj Maheswaran. (2015). "The psychology of appraisal: Specific emotions and decision-making." Journal of Consumer Psychology 25(3 ): 359-371.

Download full paperFile format: .doc, available for editing
Contact Us