The Influence of Emotional Factors on Consumption Decision of Infant Formula in China
- https://doi.org/10.2991/emtc-14.2014.45How to use a DOI?
- Infant formula, emotional factors, Western culture worship, country of origin effect, halo effect.
In-depth interviews with 48 consumers were conducted to reveal the influence of emotional factors on consumption decision of infant formula, and explore the mechanism. Because of the halo effect, spillover effect and media effect, a negative accumulated mood with homebred infant formula has been generated among Chinese consumers, worship of western culture and region of origin effect has caused a concrete sentiment with imported infant formula at the same time. Eventually, herd mentality of Chinese consumers with imported products has strengthened the advantages of imported infant formula in Chinese market. The reformation of homebred infant formula image can not be improved merely through improvement of quality. To increase the market share of homebred infant formula, reducing Chinese consumer’s negative accumulated mood and forming a concrete sentiment with homebred infant formula can be helpful approaches.
- © 2014, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Xia Ming AU - Guan Jing-Jing PY - 2014/04 DA - 2014/04 TI - The Influence of Emotional Factors on Consumption Decision of Infant Formula in China BT - Proceedings of the 2014 International Conference on Economic Management and Trade Cooperation PB - Atlantis Press SP - 261 EP - 265 SN - 1951-6851 UR - https://doi.org/10.2991/emtc-14.2014.45 DO - https://doi.org/10.2991/emtc-14.2014.45 ID - Ming2014/04 ER -