Consumer Experiences and Emotion Management

Chapter 5

Emotions and Individual Behavior

Introduction

Consumers can see the brand as the kind of person he or she wishes to be, or the consumer simply likes to associate with a personality exhibited by the brand, which drives him or her to make the purchase. In this case, the consumer wants to establish friendship with the brand, and the brand need not represent their characteristics or their aspirational values. Therefore, there is a need to understand as to how brand associations and the components of brand perceptions help to build brand image attributes, and benefits encompassing functional and emotional values that can represent culture and personality of the user. Many consumption encounters are inherently stressful. From coping with ...