Consumer's Negative emotions, Financial Decisions, Financial Advice

Konstantaki, Violetta (2007) Consumer's Negative emotions, Financial Decisions, Financial Advice. [Dissertation (University of Nottingham only)] (Unpublished)

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The purpose of this study is to explore the consumers decision making

process. In particular, this study attempts to examine consumers negative emotions,

which elicit during a decision processing. Especially, the case of a financial decision

will be examined. Moreover, consumers negative emotion will be investigated in

relation with consumers coping behaviour. To be more specific, the option of seeking

advice as a successful consumers coping behaviour will be explored. Additionally,

the option of seeking advice will be further analysed in terms of advice by the social

environment and the advice by a professional. The current study attempts to cast light

on a specific target group of elderly financial customers. It should be mentioned that

this study is supported by literature related to consumer rational theories, their critics

and financial services marketing articles.

The most appropriate research method, which the research question is better

answered, is the experimental approach. Especially, a research method will use the

scenario based on the experiment.

It can be argued that the studies results are demonstrating particular academic

and managerial implications. It was concluded that the advice option is a successful

coping behaviour for consumers negative emotions. Hence, it can be stated that the

financial advice for the consumer is of vital importance, as consumers are

experiencing significantly lower levels of negative emotions when they are able to

seek an advice. On the other hand, in the research not significant was found difference

in the consumers negative emotions when they have to select between a professional

or non- a professional advice. As a result, the financial institutions could take the

advantage of this research's outcomes. As the research results demonstrate, the

advice which is offered to the consumers could lead to increasing the number of sales

in the financial services. Consumers not only experience lower levels of negative

emotions, but are also more motivated to take a financial decision. Moreover,

financial products turn out to be a long term decision, therefore relationship marketing

could be successfully applied in the financial service sector. Finally, it could be

argued that consumers using the advice option could be more satisfied, customers as

consumer emotions are closely related with customer satisfaction.

Item Type: Dissertation (University of Nottingham only)
Keywords: Consumer Negative emotions, Financial Decisions, Financial Advice
Depositing User: EP, Services
Date Deposited: 07 Mar 2008
Last Modified: 23 Oct 2016 22:27

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