THE INFLUENCE OF CONSUMERS’ EMOTIONAL STATES ON IMPULSIVE, COMPULSIVE, INNOVATIVE AND HEDONIC BUYING BEHAVIOR

The main purpose of this study is to investigate the influence of emotions on consumers' hedonistic, obsessive, iterative and innovative buying behavior. In a ddition, T he s tudy a lso i nvestigated c onsumer g uilt i n l ine with four types of irrational behaviour such as hedonistic, obsessive, iterative and innovative buying behavior. Data were collected from the survey by 205 people. Considering the results of the research, the positive emotions of the consumers affect the hedonic and innovative buying behavior. On the other hand, it does not affect the behavioral and obsessive buying behavior. In addition, after consumers' obsessive buying behavior, consumers feel regret and after other buying behaviors, consumers do not feel regret. In future studies, more extensive research of the precursors and consequences of the four buying styles may contribute to the design of more effective marketing communication elements for practitioners