Product Features and/or Emotions?Wednesday November 20, 10:15 am - Main Stage
In practice, researchers often measure either emotions influencing product purchase or the features that trigger those emotions. Paul Conner argues that instead, you should be connecting the two. That way, you’ll learn not only what drives consumers to purchase, but also which features make them feel that way.
In his talk, Paul presents the method he used to tie research on product features and emotions driving purchase together. Join him, and find out how you can combine Structural Equation Modeling which implicit and explicit measurement tools, to learn more about your customer’s emotions and the purchase potential of your product features!
What you will learn:
The stimuli that trigger implicit and explicit emotions driving product purchase
How to connect research on product features with research on emotions that drive purchase
- What emotions drive product value, and what features make consumers feel those emotions