Abstract
Regarding the importance of psychological processes in the consumer
behavior, the article examines the influence of emotional motivators on purchase
decisions in cosmetics industry. The empirical research was conducted from February
to March 2020, on the sample of 125 respondents in Serbia. The participants answered
the questions about the positive and negative emotions that occurred during the
purchasing process. When defining the questionnaire, we started from the fact that
emotions, which influence consumer behavior can be integral or incidental emotions.
The aim of the study was to identify the emotions that have the strongest effect on
consumers when purchasing cosmetic products. During the statistical data processing,
the following techniques and methods were implemented: the descriptive statistical
measures (frequencies and percentage, arithmetical midranges), the measures of
variability, the correlation method. The survey indicated that the most dominant
emotions that affect consumer purchasing decisions related to cosmetics products in the
Republic of Serbia are positive emotions. The majority of respondents recognized hope
as the most important emotion in their buying behavior.
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References
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