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Emotions in the fashion retail : a literature review

  • 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.

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Author of HS ReutlingenSträhle, Jochen
Erschienen in:Emotionalizing fashion retail : the guide for retail success
Publisher:Books on Demand
Place of publication:Norderstedt
Editor:Jochen SträhleORCiD
Document Type:Book chapter
Publication year:2015
Tag:emotional models; emotions; fashion retailing; shopping experience
Page Number:31
First Page:30
Last Page:60
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:658 Allgemeines Management
Open access?:Nein