658 Allgemeines Management
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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.
The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business.
The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.