Exploring Consumer Loyalty through Emotional Responses to Marketing Innovations

Abstract

Consumer behavior research, particularly in response to marketing innovations, has become increasingly important in understanding how consumers interact with new products and services. Despite significant studies on external product attributes, little attention has been paid to the subjective experiences and emotional responses consumers have to innovations. This gap in knowledge raises the question of how perceived value and emotional responses shape consumer loyalty to innovative products. This study uses a phenomenological approach to uncover the deep, lived experiences of consumers, shedding light on how these factors influence their loyalty. Through in-depth interviews with 15 participants, thematic analysis revealed that perceived value, emotional attachment, and perceived risk significantly impacted consumer loyalty toward innovative products. Consumers’ emotional connections to innovation were influenced by their perceptions of value and previous brand experiences, while risk perception acted as a moderating factor. Our findings provide valuable insights into the emotional and cognitive dimensions of consumer loyalty, offering a more comprehensive understanding of how consumers engage with innovations. These results contribute to the field by highlighting the importance of subjective experiences and suggest potential directions for future research on consumer behavior and innovation.