| dc.description.abstract | According to Gross, Sheppes, & Urry (2011), a person’s mood or state of mind are the feelings that people carries, those feelings remain over time, and are manifested through internal stimuli, and as a result produce an emotion that can affect a person’s purchase behavior. The internal stimuli are related to thoughts, imagery, pleasure, entertainment, with sensations derived from physiological activity, or to a person’s thoughts and values (Sinha, Kinderman, & Moody, 2010) and manifest themselves through a triad of reaction, made up by physiological excitations (stimuli), body language, and subjective emotions related to a person’s mood or state of mind (Scherer, 2000).
This exploratory investigation seeks to understand the connection between emotions and mood and the decision-making progress, regarding footwear purchases by women. To achieve it, this study relies on qualitative and quantitative methods applied to a test group composed by women from Medellín, Colombia, in order to establish the correlation between moods and emotions and their influence over the decisions in the process of purchasing footwear. The evidence shows the influence of emotions, moods, and personality and their effects in people’s experience have when purchasing footwear. This study can be used by professionals in the footwear marketing sector, interested in studying the decision-making process and creating long lasting links and connections with consumers. | |
