Exploring the roles of emotions in purchase behavior at Qual 360

Companies are constantly trying to connect with and appeal to consumers on an emotional level. You want to create an emotional connection between consumers and your brand, with the intention that consumers will then buy your products. How is it though, that their emotions actually influence their decision making?

The rest of the ice berg, exploring the roles of emotions in purchase behavior

Presented by:
Sean O’Connor, Analyst
Marcel Slavenburg, Research Director Qualitative

At Qual360 North America 2016, we presented on how to better understand the role of emotions in consumer decision making. Our talk aimed to provide insight into the synergy between emotional decision making and path to purchase research. We showed how to develop a qualitative study to best understand product/category related emotions.

If you are unable to view the slides on this page, click here to view our slides on SlideShare. Or download them as a PDF below.

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