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Emotions in consumer behavior: a hierarchical approach

机译：消费者行为情感：一种分层方法

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摘要

A growing body of consumer research studies emotions evoked by marketing stimuli, products and brands. Yet, there has been a wide divergence in the content and structure of emotions used in these studies. In this paper, we will show that the seemingly diverging research streams can be integrated in a hierarchical consumer emotions model. The superordinate level consists of the frequently encountered general dimensions positive and negative affect. The subordinate level consists of specific emotions, based on Richins' (Richins, Marsha L. Measuring Emotions in the Consumption Experience. J. Consum. Res. 24 (2) (1997) 127-146) Consumption Emotion Set (CES), and as an intermediate level, we propose four negative and four positive basic emotions. We successfully conducted a preliminary test of this second-order model, and compare the superordinate and basic level emotion means for different types of food. The results suggest that basic emotions provide more information about the feelings of the consumer over and above positive and negative affect.
机译：越来越多的消费者研究机构研究了市场刺激，产品和品牌引起的情绪。然而，这些研究中所使用的情绪的内容和结构存在很大差异。在本文中，我们将证明看似不同的研究流可以集成到分层的消费者情感模型中。上级包括常见的正面和负面影响。下属级别由基于Richins的特定情感（Richins，Marsha L.在消费体验中测量情感。J。Consum。Res。24（2）（1997）127-146）消费情感集（CES）和作为一个中等水平，我们提出了四个负面和四个正面基本情绪。我们成功地对该二阶模型进行了初步测试，并比较了不同类型食物的上，下层情感手段。结果表明，基本情绪除了正面和负面影响外，还提供了更多有关消费者感受的信息。

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