Essays on Psychological State of Consumer Behaviour Coursework

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The paper "Psychological State of Consumer Behaviour " is a good example of marketing coursework.   Basically, the emotions’ impact on decisions, evaluations, and judgments has long been imperative to consumer behaviour as well as psychology. The concentration of the field has advanced from illustrations that emotions, such as cognitions, do have effects on consumption, to more nuanced comprehensions of what steers the occurrence of distinct emotional states. In addition to how those distinct emotions exclusively influence decision making as well as the enthusiasms that consumers could have to control their state of emotion sooner or later.

The chosen articles for this paper present important insight with regard to how various perceptions shape the appraisal processes that result in an emotional experience as well as how distinct consumers could define contentment distinctly. Reference study analyses emotions that differ by valence (mixed, positive, or negative) and emotions that are more epicurean against those that depend on odd processes to crop up. The report examines five articles based on emotions: Aslam (2006) article presents a cross‐cultural review of colour as a marketing cue, and how emotions influence consumers colour choice.

Biswas (2006) paper discusses the effects of degree of difference on expert as well as celebrity endorsements and how they emotionally influence the consumer perceptions. Cowart and Goldsmith (2007) article discuss the consumer influence on styles of decision-making on online apparel consumption, and emotional side of this paper is based on how college students feeling about the apparel influence their buying patterns. Stern (2001) as well talks about how contemporary standpoint on consumer drives, ambitions and aspirations influence the consumption of a certain product. Finally, Van Osselaer and Alba (2000) explain how consumer learning, as well as brand equity, is influenced by emotions.

The following report mainly provides a critical review related to the emotional state of consumers, by critically reviewing five articles that are all based on emotion Scope and Objectives The report will discuss the methodology used in the five reviewed articles, then implication for consumer behaviour theories and practices from the reviewed articles, and afterwards the report will discuss the limitations of reviewed articles. The objective of the review report is to offer a focused academic insight with regard to the dissemination and encouragement of consumer behaviour research based on emotion.

This will entail both original quantitative as well as qualitative experiential work and conceptual and theoretical work from five scholarly sources, which contributes to the comprehension of the emotional state of consumer behaviour. In the reviewed articles, every author has his/her own objectives; Aslam (2006) study objective is to examine the impact of selling the right colour; Biswas (2006) study objective is to examine the differential effects of celebrity and expert endorsements on consumer risk perceptions.

In addition, the study objective of Cowart and Goldsmith (2007) is to analyse the influence of consumer decision-making styles on online apparel consumption by college students. Stern (2001) and Van Osselaer and Alba (2000) study objective is to examine the why of consumption and the importance of consumer learning and brand equity, respectively. Methodology In Aslam (2006) study, the survey aim was to get information concerning the impact of various purchase factors on consumer behaviour when buying domestic devices. Following their literature review, Biswas (2006) set on to generate a research model as well as put it into practice to figure out and observe how emotions influenced consumer purchase decisions in the market.

Information used to examine the factors impacting processes of purchase decision-making were attained by means of a marketing survey. All authors used a questionnaire to gather the primary data, and most of them preferred this tool owing to its countless benefits (see appendix 2). Since all respondents get similar questions and there is no interviewer, the procedure was indistinguishable for all respondents. Therefore, most authors utilised the questionnaire because it was a rapid and resourceful means to attain data from an enormous number of consumers.

Nevertheless, it appears that creating a questionnaire was a multifaceted and lengthy process for authors like Cowart and Goldsmith (2007) and Stern (2001), and also the data quality gathered by nearly all authors was is established by the questionnaire quality. Most authors preferred a simple questionnaire that had simple and succinct questions. In studies such as Cowart and Goldsmith (2007) and Van Osselaer and Alba (2000), the questions in the questionnaire were divided into three parts: questions based on demographic information, which includes attributes like characteristics gender, education, and age; questions based on the factors that influence consumer behaviour, and one question rooted in brand loyalty.


Aslam, M.M., 2006. Are You Selling the Right Colour? A Cross‐cultural Review of Colour as a Marketing Cue. Journal of Marketing Communications, vpl. 12, no. 1, pp.15-30.

Biswas, D., 2006. The differential effects of celebrity and expert endorsements on consumer risk perceptions. Journal of Advertising, vol. 35, no. 2, pp.17-31.

Cowart, K.O. & Goldsmith, R.E., 2007. The influence of consumer decision-making styles on online apparel consumption by college students. International Journal of Consumer Studies, vol. 31, no. 6, pp.639-47.

Ngai, E.W.T., Heung, V.C.S., Wong, Y.H. & Chan, F.K.Y., 2007. Consumer complaint behaviour of Asians and non-Asians about hotel services: An empirical analysis. European Journal of Marketing, vol. 41, no. 11/12, pp.1375-91.

Stern, B., 2001. The why of consumption: contemporary perspectives on consumer motives, goals and desires. Journal of Advertising Research, vol. 41, no. 4, pp.83-102.

Van Osselaer, S. & Alba, J., 2000. Consumer learning and brand equity. Journal of Consumer Research, vol. 22, no. 1, pp.1-16.

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