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Emotions That Influence Purchase Decisions And Their Electronic Processing

Author

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  • Domenico Consoli

    (Università Politecnica delle Marche Ancona)

Abstract

Recent studies have shown that most of our purchasing choices and decisions are theresult of a careful analysis of the advantages and disadvantages and of affective and emotionalaspects. Psychological literature recognizes that the emotional conditions are always present andinfluence every stage of decision-making in purchasing process. Consumers establish with companybrands an overall emotional relationship and express, also with web technologies, reviews andsuggestions on product/service. In our department we have developed an original algorithm ofsentiment analysis to extract emotions from online customer opinions. With this algorithm we haveobtained good results to polarize this opinions in order to reach strategic marketing goals.

Suggested Citation

  • Domenico Consoli, 2009. "Emotions That Influence Purchase Decisions And Their Electronic Processing," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-45.
  • Handle: RePEc:alu:journl:v:2:y:2009:i:11:p:45
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    File URL: http://oeconomica.uab.ro/upload/lucrari/1120092/45.pdf
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    References listed on IDEAS

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    1. Shun Yin Lam & Mark Vandenbosch & John Hulland & Michael Pearce, 2001. "Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects," Marketing Science, INFORMS, pages 194-215.
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    Cited by:

    1. Domenico Consoli, 2010. "A New Concept of Marketing: The Emotional Marketing," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 1(1), pages 52-59, September.
    2. Consoli, Domenico & Musso, Fabio, 2010. "Marketing 2.0: A new marketing strategy," MPRA Paper 31116, University Library of Munich, Germany.

    More about this item

    Keywords

    emotions; emotional marketing; emotional brand; emotions measurement; sentiment analysis.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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