The Influence of Emotional Factors on Consumption Decision of Infant Formula in China

摘要

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.