How Emotional Psychology Influences Branded Clothes Purchasing Behaviour: Empirical Evidence from Bangladesh

This study examined the influence of emotional psychology on behavior in purchasing of branded clothing, particularly “Cats Eye”. For the purpose of collecting primary data, total samples of 100 shoppers were selected by using mall intercept survey. The data gathered from the survey was analyzed using different statistical techniques namely frequency distribution, cross tabulation, multiple regression analysis, etc. The results of the study suggested that in case of emotions associated with Cats Eye’s in-store environment, smell of the store played a significant role toward purchasing cloths from Cats Eye because it increased the duration of shopping within a store. On the other hand, most customers were not happy regarding dim lighting of the store although it produced differentiation. Other empirical finding indicated that some emotional factors (pride, pleasure, and excitement) created more motivational impact when they bought clothes from Cats Eye. Among them, “pride” was the most significant emotional factor that had formed satisfactory feelings towards purchase decision making, followed by “pleasure”, “excitement”. The emotion-congruency effect was not observed when participants were aware of the incidental nature of their feelings. Rather the emotion-congruency effect was mediated by the influence of feelings on participants’ expectations that the product would deliver what it promised. Thus, the prime implication of this research is that brand or marketing managers can use different types of emotional appeal such as positive, negative and/or mixed emotions when they design effective communication and brand building related campaigns.