How Emotional Psychology Influences Branded Clothes Purchasing Behaviour: Empirical Evidence from Bangladesh

Abstract

This study examined the influence of emotional psychology on behavior in
purchasing of branded clothing, particularly “Cats Eye”. For the purpose of
collecting primary data, total samples of 100 shoppers were selected by using mall
intercept survey. The data gathered from the survey was analyzed using different
statistical techniques namely frequency distribution, cross tabulation, multiple
regression analysis, etc. The results of the study suggested that in case of emotions
associated with Cats Eye’s in-store environment, smell of the store played a
significant role toward purchasing cloths from Cats Eye because it increased the
duration of shopping within a store. On the other hand, most customers were not
happy regarding dim lighting of the store although it produced differentiation.
Other empirical finding indicated that some emotional factors (pride, pleasure, and
excitement) created more motivational impact when they bought clothes from Cats
Eye. Among them, “pride” was the most significant emotional factor that had
formed satisfactory feelings towards purchase decision making, followed by
“pleasure”, “excitement”. The emotion-congruency effect was not observed when
participants were aware of the incidental nature of their feelings. Rather the
emotion-congruency effect was mediated by the influence of feelings on
participants’ expectations that the product would deliver what it promised. Thus,
the prime implication of this research is that brand or marketing managers can use
different types of emotional appeal such as positive, negative and/or mixed emotions
when they design effective communication and brand building related campaigns.