Emotional factors in purchasing decision making

Abstract

This article examines, through an exploratory study of qualitative nature, the role of emotions throughout the stages of the process of deciding to purchase property for couples. From the conceptual contributions of studies related to the cognitive theory of emotions, a new instrument to collect data combining the indirect approach (simulated) with the direct approach (not simulated) it was elaborated. The results were analyzed by the method of content analysis and revealed the manifestation of seven (07) emotional factors in the group of positive emotions (delight, romance, satisfaction, joy, vibrancy, tranquility and surprise) and 05 ( five) factors belonging to the group of negative emotions (dissatisfaction, worry, shame, envy and surprise) in the course of 07 (seven) stages of the buying decision. Based on the results, it was found that emotional factors can speed up or slow down the steps of the model of decision-making process used as reference.