Emotions Role as an Influencing Factor Within Consumer Behaviour on Czech Luxury Cosmetic Market

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F19%3A43916837" target="_blank" >RIV/62156489:43110/19:43916837 - isvavai.cz</a>

Result on the web

<a href="https://pefnet.mendelu.cz/wcd/w-rek-pefnet/pefnet19-extended_abstracts_web.pdf" target="_blank" >https://pefnet.mendelu.cz/wcd/w-rek-pefnet/pefnet19-extended_abstracts_web.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Emotions Role as an Influencing Factor Within Consumer Behaviour on Czech Luxury Cosmetic Market

Original language description

Last decades the role of emotions is gaining an importance across all industries when examining consumer&apos;s behavior decision. The emotions impact on judgments, evaluations, and decisions has long been important not only to psychology but also to economic sciences. The purpose of this study aims at examining attitudes and behavior of Czech women in regards to buying, using and their overall attitude to skin care products in luxury segment, with special focus on emotions as an influencing factor. The impact of emotions on judgments, evaluations, and decisions is considerable to consumer behavior. There are studies that demonstrate that emotions, like cognitions, do have an impact on consumption (Damasio, 1994; Loewenstein, 2004). It is important to understand what drives the experience of emotional states, how those emotions uniquely affect decision making and the motivation that consumers might have. We can study emotions that are more hedonic (through the arousal measurement for example) but also those that rely on higher order selfconscious processes to arise (Williams, 2014). This study is focused on those second ones through the targeted survey. Further studies (Husic, 2009) found unexplained variance left in their research, which indicates hedonistic behavior in a luxury segment. They grouped luxury consumption to four categories: brand image and quality, fashion, store atmosphere and patron status. However, they also state there are areas not covered by those factors, and they reflect hedonism and other psychographic characteristics which need to be explored. They found that consumers try to treat themselves with a luxury product and to enjoy it for own sake, not to impress anyone.

Czech name

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Czech description

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Type

O - Miscellaneous

CEP classification

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OECD FORD branch

50901 - Other social sciences

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů