The Effects of Mood and Emotion on Consumer Purchase Behavior of Buying Clothes

Abstract

The way people purchase dresses is an impact of how their mood and emotion on daily bases. The purpose of this research is to investigate the psychological reasons of how individuals’ mood and emotion influence their purchase behavior on choosing a clothes, and how it shows their personality, mood and emotion and the relationships connecting clothing style, preference, emotions and mood. The result specifies strong relationships between mood and important relationships among clothing preference and an individual’s emotion. Mood was an important predictor of preference, at the same time as emotional feeling was restrained. The methodology derivative from a specific number of sample sizes by analyzing both quantitative and qualitative methods. This is a vital demonstration of how important this combination is in order to fully be pleased about the psychological profile of emotion and mood of the fashion consumers.