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maladaptation. Consumers may be conscious of their
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leaders who translate real- have an adaptive significance in consumers’ life. F urther,
world business experience the challenges that marketers and researchers face in Experiences
into course readings and today’s global markets are to understand the expression of
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one-time fee Dr. Avinash Kapoor received his PhD in management and A
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National Scholarship Award, and has 15 years of industry, IO
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coordinator customized training program, and the chair E
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person of executive MBA. C urrently, he is the Associate T
Professor of Marketing and the chairman of postgraduate
program in management (MBA) at Management Develop
For further information, a ment Institute, Gurgaon, India. He can be reached at:
free trial, or to order, contact: [email protected], [email protected]
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www.businessexpertpress.com/librarians Consumer Behavior Collection
Naresh Malhotra, Editor
ISBN: 978-1-60649-646-6
Consumer Experiences
and Emotion Management
Consumer Experiences
and Emotion Management
Avinash Kapoor
Consumer Experiences and Emotion Management
Copyright © Business Expert Press, LLC, 2015.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the prior
permission of the publisher.
First published in 2015 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-60649-646-6 (paperback)
ISBN-13: 978-1-60649-647-3 (e-book)
Business Expert Press Consumer Behavior Collection
Collection ISSN: 2163-9477 (print)
Collection ISSN: 2163-937X (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd.,
Chennai, India
First edition: 2015
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
To my mother Dr. Gyan Kaur Kapoor, my brother Vivek Kapoor,
my Beloved wife Namita Kapoor, and my sons, Akshat Kapoor and
Anuj Kapoor for their continued love, support, and encouragement.
Abstract
Emotions can organize cognitive processes or disorganize them, be
active or passive, lead to adaptation or maladaptation. Consumers may
be conscious of their emotions or may be motivated by unconscious
emotions. The emotions in combined form with different intensities have
an adaptive significance in consumers’ lives. Further, the challenges that
marketers and researchers face in today’s global markets are to under-
stand the expression of the emotions or consumer emotional experience.
Therefore, the purpose of this book is to emphasize the value of emotions
and explore mental behavioral and emotional dimensions that affect
consumers of all age groups, societies, and cultures. This book would be
an excellent reference for students, executives, marketers, researchers, and
trainers. It includes the different elements of emotion, evidence of how
emotions govern and organize consumer life, and emotional and individ-
ual functioning, including psychological disorders and well being.
Keywords
brand management, consumer behavior, consumer psychology, dynamics
of emotions, effects of emotions on decision making, emotions, experience
management, group behavior, individual behavior, marketing, personality,
self-evaluation and comparison
Contents
Preface ..................................................................................................xi
Acknowledgments ..................................................................................xv
Chapter 1 Consumer Emotions .........................................................1
Chapter 2 Dynamics of Emotions ...................................................25
Chapter 3 Experience and Facial Expressions of Emotions ...............55
Chapter 4 Emotions and Group Behavior .......................................71
Chapter 5 Emotions and Individual Behavior ..................................87
Chapter 6 Consumer Experience Management..............................105
Notes..................................................................................................121
References ...........................................................................................127
Bibliography .......................................................................................143
Index .................................................................................................173
