An Exploratory Study On Influencing Factors Of Assumed Emotion And The Results Of The Consuming Behavior Under The Emotion

Under the strong competition at present, product trend more and more homogeneous. Consumers' behavior tend to be affected by emotion, besides individual economic benefit. He Jiaxun(2006) obtained Chinese consumers-brand relationship quality scale by abundant research, refining two items, true emotion and assumed emotion. It is rationally thought that Consumers consuming behaviors are affected by true emotion. But in fact, besides, there is another kind of emotion at work, specially when it play a leading role, consumers behaviors may completely be its affect result, which can be observed in real life.This theory applies the way of depth interview to explore what factors will impact consumers' assumed emotion to product/service, and what results the behaviors due to the emotion will generate. This study discover there are four factors---- reference groups,Situation social norm and identity, which affect the generation of assumed emotion, and consuming behaviors as result of the emotion will produce two kinds of new mood, positive and negative emotion,which will have reaction to next consuming behaviors. If consumers are in a regret mood, they will modify their reference groups, or end the respond which providers of product/service hope they do. Whereas, if in satisfied mood, they will become repeated-consuming consumers, and generate true emotion to the product, and even disseminate its public praise.According the conclusions, the theory gives four tips on marketing:(1) inducing the contact between consumers and product and service by employing influencing factors of assumed emotion, specially in terms of the four factors obtained before; (2) keeping promoting the image of brands and quality to realize the transformation from assumed emotion to true emotion; (3) comprehending how regret happens to induce the probability of regret resulted by assumed emotion.