Abstract

This study explores the relationship between affect theory and communication as it relates to the purchasing behaviors of sport utility vehicle (SUV) consumers. SUVs are becoming more popular, and automakers are reportedly concentrating more on developing new SUV lines. SUVs’ roomy cabins and tough exteriors draw potential consumers. SUVs appear larger than sedans and hatchbacks, their owners perceive themselves as belonging to the dominant class of people on the road, Lakshya Bahl (2022). This study intends to identify the emotional drivers of SUV consumer’s buying behavior utilizing a quantitative technique for data collection. The samples for the study included 507 SUV owners from different areas of Tamil Nadu. To achieve the research goal, an online survey questionnaire was created using Google Forms, which included a variety of statements synchronized to the variables of affect theory. The replies were analyzed using complex statistical techniques and software, such as SPSS. Factor analysis was used to discover the underlying elements that impact SUV ownership. The design of the affective scale emphasizes the discovery of positive, negative, and neutral affective characteristics that serve as emotional triggers to impact customer views during the SUV purchase process which were derived from Silvan Tomkin’s Affect theory. The study aims to reveal the complicated interplay between messaging, perception, and emotional reaction among SUV purchasers. The findings of this study hope to assist industry experts in developing communication methods that resonate with consumer emotions, establishing a stronger connection between companies and customers.

Authors

J. Jeffrin Aldo, R. Rama Prabha, R. Reshitha Lakshmi
PSG College of Arts and Science, India

Keywords

SUV, Consumers, Emotions, Affect theory, Buying Behaviour