How to Capture Customer Affection? Examining Emotional Factors Shaping Pre-Decision Feelings

Excerpt

Sentiments play pivotal roles in driving purchases within travel and hospitality industries. Understanding what triggers these feelings becomes essential for professionals aiming to steer buyer decisions through emotional appeal. Yet, exploration into early-stage emotional influences remains limited. This investigation seeks to address this void by introducing a conceptual model rooted in emotional appraisal principles. Building upon existing theories, we propose that marketing elements are evaluated through lenses like uniqueness and personal significance. Such evaluations directly impact joyful reactions, which then fuel intention formation. Over six hundred fifty participants contributed to a comprehensive study analyzing emotional responses across varied promotional formats and communication channels. Findings validate our proposed structure, demonstrating how tailored emotional engagement encourages proactive consumer actions aligned with discovery and achievement pursuits. Practical recommendations emerge from these results, emphasizing strategies such as personalized targeting, relevance-focused messaging, and leveraging digital word-of-mouth platforms to amplify emotional resonance.

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Contributions by Le Dung and associates

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Tags:

• #Business and Management

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