Chapter 1: Consumer emotions and behaviour
Studies involving consumer behaviour find their roots in the area of marketing. For this reason, I will first discuss the role played by emotions in marketing before starting to analyse this topic in the context of consumption. It is also indispensable to address the meaning of emotion and to examine the peculiarities of this construct that set it apart from other concepts within the broad category of affect. This chapter ends by presenting a predictive model of purchase and consumption behaviour in the form of a diagram that illustrates the role of emotions in the various phases of the process.
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