Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion

Abstract

To probe into consumer behavior from the perspective of cognition and emotion, meanwhile offering objective and quantitative physiological evidence for advertisers, e-commerce platforms selling experiential products, and other e-commerce platforms for holiday promotional activities. This paper adopted a combination of multi-channel physiometer and questionnaire survey, in which a total of 42 subjects including 18 men and 24 women is selected and recruited. (1) Factors such as promotion, music background, and model backdrop help to enhance the festive atmosphere of e-commerce platforms and stimulate positive emotions of consumers; (2) Greeting cards can stimulate positive emotions among female consumers, but they are not statistically significant in stimulating male consumers; (3) The effect of warm and cold colors on the sympathetic nerves of consumers is significant, among which warm colors can significantly ignite the positive emotions; and (4) Although not all indicators of multi-channel physiometer are consistent with questionnaire data, the differences can be explained, so it proves to be a sound method to quantitatively measure emotions. This paper conducted multi-channel physiometer research on E-commerce platform promotions and consumer behaviors from the perspective of cognition and emotion, which provided an objective quantitative method for online retailers and marketers.

The effect of discount discrepancy on purchase intention: the moderation of justification

“…Moreover, investigating the role of individual characteristics such as involvement, familiarity, personality, memory, knowledge and motivation will provide a more comprehensive picture. The emotions associated with online shopping differ from in-store experiences (Yang et al. , 2023), suggesting the need for studies replicating this research in digital contexts to enhance generalizability and relevance in today’s increasingly online retail landscape.…”

“…From a consumer perspective, the dual-process theory (Chen and Chaiken, 1999) explains how DD affects cognitive and emotional processing. When faced with DD, consumers deeply contemplate discounts, with their emotional responses influencing attitudes and decision-making preferences (Damasio, 2001;Wilson et al, 1989;Yang et al, 2023). Negative emotions such as frustration and disappointment are common in DD situations (Zuniga and Lepre, 2023).…”

“…When faced with DD, consumers deeply contemplate discounts, with their emotional responses influencing attitudes and decision-making preferences (Damasio, 2001; Wilson et al. , 1989; Yang et al. , 2023).…”

“…Existing research primarily focuses on the cognitive processing of sales promotions, discussing concepts such as anchoring and adjustment effects (Blattberg and Neslin, 1990;Neslin, 2002;Tversky and Griffin, 1991). However, it is acknowledged that the interplay between cognitive and affective processes in response to sales promotions can result in complex emotional experiences (Yang et al, 2023). This interplay indicates that the emotions and feelings used interchangeably here to denote the consumer's affect play a significant role following exposure to a sales promotion.…”