TY  - CHAP
U1  - Buchbeitrag
A1  - Eller, Madeleine
A1  - Strähle, Jochen
ED  - Strähle, Jochen
T1  - Emotions in the fashion retail : a literature review
T2  - Emotionalizing fashion retail : the guide for retail success
N2  - Purpose: Emotions play a central role in approach-avoidance customer conflicts in retailing. The purpose of this paper is to assess the influence of emotions in the fashion retail environment, in particular to investigate how emotions can be best defined and clustered as well as how emotions affect the costumer behavior.

Findings: The conceptual paper reveals a framework explaining diverse theories of emotional models existing in literature. Moreover, the stimulus-organism-response model is applied to costumer behaviour in the fashion retail to explain the shopping experience under the influence of cognitive and affective emotional processes. Finally, it is concluded that point of sales have to be turned to point of emotions in order retailers are able to develop sustainable relationships with their customers.
KW  - emotions
KW  - emotional models
KW  - shopping experience
KW  - fashion retailing
Y1  - 2015
SN  - 978-3-7347-5821-8
SB  - 978-3-7347-5821-8
SP  - 30
EP  - 60
S1  - 31
PB  - Books on Demand
CY  - Norderstedt
ER  -