my research focuses on consumers psychology primarily and i'm most interested in consumer emotions and

how emotions shape consumer judgements and decisions

i like to study situations in which consumers indulge for example when they buy a

luxury product or when they attack that chocolate okay

because this information is are extremely reach emotionally for example consumers may wish to buy

a mikes are car but they also may wish to control their expenses and as

a consequence if they decided by the card game if you happy for having purchase

the car of their dreams but are also you see for having spent so much

money

a big part of the literature in decision making assumes a more rational canonical perspective

which are used that we are rational agents and that emotions shouldn't the fact that

we're choices but as a study the subject i learned that emotions not only shape

a great deal of our thoughts decisions and behavior

but also their emotions explaining a great deal for connections with products brands and companies

if the same for positive emotions right and happiness for example are positive emotions that

can affect consumers differently in one study mike authors and i interview consumers ahead purchase

the lecture product in the last one year

and we found that cry tense the last longer than happiness so the more time

has passed after consumers made that purchase the problem they were and the last happy

or the last excited they were about the purchase

this suggests that products are brands the generative feeling of pride make it consumers connected

to the brand for a longer time

brandon companies can be seen as people they have their characteristics in the personalities so

imagine that there is one person a with her characteristics of personality and myself a

consumer with my

my characteristics and personality we may both be nice people but for us to develop

something meaningful to develop a strong connection and loyalty there must be an emotional match

between us

so brands they not only have to be a fancy intrusive their personality and be

consistent interactions but they also have to know how to connect emotional easter customers to

generate this love and loyalty between a consumer in the bright