TABLE OF CONTENTS
ABSTRACT. ii
TABLE OF CONTENTS. iv
CHAPTER ONE. 1
INTRODUCTION. 1
1.1 Background to the Study. 1
1.2 Statement of The Problem.. 4
1.3 Objectives of The Study. 5
1.4 Research Questions. 6
1.5 Research Hypothesis. 6
1.6 Significance of The Study. 7
1.7 Scope of The Study. 7
1.8 Limitations of The Study. 8
1.9 Organization of The Study. 8
CHAPTER TWO.. 10
REVIEW OF RELATED LITERATURE. 10
2.1 Introduction. 10
2.2 Theoretical Review.. 10
2.2.1 Cultural Influence Theory. 10
2.2.2 Economic Stress Theory. 11
2.2.3 Brand Relationship Theory. 11
2.2.4 Social Media Influence Theory. 12
2.3 Conceptual Review.. 12
2.3.1 Overview.. 12
2.3.2 Emotional Influences on Consumer Behavior 13
2.3.3 Cultural Factors and Emotional Response. 13
2.3.4 Impact of Emotional Appeals in Marketing. 13
2.3.5 Emotional Regulation and Decision-Making. 14
2.3.6 The Role of Social Influence. 14
2.3.7 Consumer Well-Being and Emotional Satisfaction. 14
2.3.8 Challenges and Opportunities for Marketers. 15
2.3.9 Ethical Considerations in Emotional Marketing. 15
2.4 Empirical Review.. 16
2.5 Summary of Literature Review.. 18
CHAPTER THREE. 19
RESEARCH METHODOLOGY. 19
3.1 Research Design. 19
3.2 Population of The Study. 19
3.3 Sampling Techniques and Sample Size. 20
3.4 Data Collection Instruments. 20
3.5 Validity and Reliability of Instruments. 20
3.6 Methods of Data Collection. 21
3.7 Data Analysis Techniques. 21
3.8 Ethical Considerations. 22
3.9 Limitations of The Methodology. 22
3.10 Summary. 23
CHAPTER FOUR. 24
DATA ANALYSIS AND INTERPRETATION. 24
4.1 Preamble. 24
4.2 Socio-Demographic Characteristics of Respondents. 24
TABLES BASED ON RESEARCH QUESTIONS. 29
4.3 Analysis of The Respondents’ Views on Research Question One: 29
4.4 Research Hypothesis. 43
4.5 Discussion of Findings. 45
CHAPTER FIVE. 47
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS 47
5.1 Summary of Findings. 47
5.2 Conclusion. 48
5.3 Recommendations. 49
REFERENCES. 51
APENDICES. 56
APENDIX I; RESEARCH QUESTIONNAIRE. 56
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Consumer decision-making is at the heart of marketing, as businesses aim to understand and influence the factors that guide consumers' choices. In the past, decision making was viewed as a rational process with the aim of optimizing benefits. But according to recent studies, emotions have a significant influence on consumer behavior. Emotions influence every stage of the decision-making process, from information processing to decision making to how consumers feel afterwards (Dave, 2017).
Unlike traditional models that focus on reasoning and analysis, emotional decision-making highlights how feelings can have a strong influence on consumers' decisions. Positive emotions such as joy, trust and anticipation often motivate consumers to make a purchase. Joyful experiences with a product or brand can foster strong emotional connections and lead to repeat purchases and brand loyalty. Trust in a brand reduces perceived risk and increases the likelihood that consumers will choose that brand over competitors (Luce et al., 2015). The anticipation generated by marketing campaigns or product launches can generate excitement and increase consumer interest and engagement. At the same time, negative emotions are equally strong. For example, fear, often expressed in public service announcements or insurance advertisements, can motivate consumers to take protective measures.
Anger can turn consumers away from a brand, especially if they feel they have been wronged or are dissatisfied. Although used less frequently, sadness can create a deep emotional connection when used appropriately, such as in charity marketing (Achar et al., 2016). Emotional triggers in marketing, such as persuasive advertising, appealing branding, and attractive product packaging, are intended to evoke specific emotional responses. The in-store experience, including layout, lighting and ambience, also plays an important role in shaping the consumer's emotional journey.
In marketing, emotional triggers like engaging ads, attractive branding, and appealing product packaging are designed to evoke specific emotional responses. In-store experiences, like the layout, lighting, and atmosphere, play a big part in shaping how customers feel. Emotions can trigger impulse buying, strengthen brand loyalty, and inspire word-of-mouth and social sharing (Achar et al., 2016). Marketers who comprehend how emotions influence consumer behavior can create strategies that build enduring relationships with their target audience.
The incorporation of emotional insights will remain crucial as consumer research advances in order to comprehend and impact consumer behavior (Dave, 2017).
In Nigeria, where cultural and socioeconomic factors are closely linked, understanding how emotions influence consumer behavior is crucial. Emotions play an important role in decision making and influence the way consumers perceive, prefer, and ultimately purchase products (Ekinci & Hosany, 2006). For instance, in Nigeria's diverse market, emotions like excitement about the introduction of a new product or fear of missing out on a good opportunity can significantly influence consumers' purchasing decisions.
The expression and experience of emotions are greatly influenced by cultural factors. In Nigeria, with its diverse ethnic groups and traditions, people’s emotional reactions to products and services are shaped by their culture (Solomon, Bamossy, Askegaard, & Hogg, 2016). For instance, in Nigerian society, where community and connection are highly valued, emotions like trust and belonging can strongly influence consumer decisions, especially within close-knit groups (Hofstede, Hofstede, & Minkov, 2010).
Understanding these cultural nuances is critical for marketers who want to effectively connect with Nigerian consumers on an emotional level. Additionally, Nigeria’s socio-economic landscape influences how emotions influence consumer decisions. Economic factors such as income level and purchasing power, together with emotions, shape consumer behavior (Omotayo, 2019). For example, feelings of status and prestige can lead people from different socioeconomic backgrounds to make different purchasing decisions that reflect their desires and social identities (Gbadamosi & Bathgate, 2017). Recognizing the nuanced relationship between emotions and socioeconomic factors is critical for companies seeking to tailor their marketing strategies to the Nigerian market.Top of Form
Bottom of Form
1.2 Statement of The Problem
Consumer decision-making in Nigeria is a multifaceted process influenced by a myriad of factors, with emotions emerging as a significant yet underexplored dimension. Despite the growing recognition of emotions as key drivers of consumer behavior globally, there is a paucity of research specifically focusing on their role within the Nigerian context. The unique cultural and socio-economic landscape of Nigeria presents a compelling case for investigating how emotions shape consumer decisions in this dynamic market (Ekinci & Hosany, 2006). Therefore, this study aims to address the gap in literature by examining the nuanced interplay between emotions and consumer decision-making processes in Nigeria, shedding light on the implications for marketers and businesses operating in the region (Gbadamosi & Bathgate, 2017).
As Nigeria undergoes rapid urbanization and economic development, understanding the role of emotions in consumer decision-making becomes increasingly pertinent for businesses seeking to thrive in this competitive environment. However, existing research predominantly focuses on Western contexts, overlooking the unique socio-cultural dynamics that characterize Nigerian society (Solomon et al., 2016). Furthermore, with the advent of digital marketing and e-commerce platforms, the avenues through which emotions influence consumer behavior have evolved, necessitating a contemporary examination of this phenomenon in the Nigerian context. By delving into the complexities of emotions in consumer decision-making, this study aims to provide actionable insights for marketers to effectively engage with Nigerian consumers and enhance their competitiveness in the marketplace.Top of Form
Bottom of Form
1.3 Objectives of The Study
The main objective of the study is to examine the role of emotions in consumer decision-making in Nigeria. Specific objectives of the study are:
- 1. To understand the influence of specific emotions on product categories
- 2. To investigate the role of cultural factors in emotional response to marketing
- To analyze the impact of emotions on online vs. offline shopping behavior
1.4 Research Questions
To guide the study and achieve the objectives of the study, the following research questions were formulated:
- How do emotions like nostalgia, aspiration, and social belonging influence Nigerian consumers' decisions to purchase luxury fashion items compared to everyday clothing?
- In what ways do collectivism and individualism, prevalent cultural values in Nigeria, affect consumer response to marketing campaigns that evoke emotions like happiness or competition?
- Do emotions like trust and security play a stronger role in influencing decisions for online or offline shopping experiences among Nigerian consumers? How do these emotions interact with factors like product type and price?
1.5 Research Hypothesis
The following research hypothesis was developed and tested for the study:
Ho: There is no significant relationship between emotions and consumer decision-making in Nigeria.
1.6 Significance of The Study
The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:
Firstly, the paper will benefit major stakeholders and policy makers in the Marketing sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.
Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analyzed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organizations used as a case study.
Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.
1.7 Scope of The Study
The study is delimited to Eket LGA, Akwa Ibom State. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.
1.8 Limitations of The Study
The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.
1.9 Organization of The Study
The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.
Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.
Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis are discussed in this chapter.
Chapter Four highlights’ data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.
Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.
