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http://dx.doi.org/10.14695/KJSOS.2014.17.4.109

Sources of Evoking Frustration, Actions to Overcome the Frustration and Preference of Design Aesthetic Principle in Product Choice  

Lim, Ah Young (Department of Business Administration, Chonbuk National University)
Choi, Nak Hwan (Department of Business Administration, Chonbuk National University)
Publication Information
Science of Emotion and Sensibility / v.17, no.4, 2014 , pp. 109-122 More about this Journal
Abstract
The present study focused on frustration emotion investigated the variables evoking frustration and the process in which sense of frustration would be overcome, and explored the principle of aesthetics the consumers under the frustration might prefer in choosing goods. The results of this study are as follows. First, consumers usually felt frustration rather than anger when it became obvious that their objectives could not be met and that they failed to achieve their objectives due to uncontrollable cause. Second, consumers who felt frustration wanted to receive emotional support and comfort from close acquaintances rather than to cope actively with the unsuccessful situation by renewed challenges. Third, consumers, once frustrated, preferred harmony principle rather than emphasis principle in terms of esthetics in choosing design of goods. Therefore, marketing managers are advised to approach to the consumers who felt frustration on the basis of harmony principle in design of goods.
Keywords
frustration; coping; aesthetic principle; emphasis; harmony;
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