Introduction: the study analyzed the relationship between consumer experience and emotional responses in the context of contemporary marketing. It was recognized that organizations faced the challenge of generating meaningful bonds with their customers based on positive experiences that arouse favorable emotions. Understanding this relationship made it possible to identify how personalization, empathy, credibility and convenience influenced consumer satisfaction, trust and loyalty. Development: the theoretical and empirical review showed that consumer experience was configured as a set of sensory, cognitive and emotional reactions triggered by the interaction with a brand. International and national research showed that emotional marketing strategies and personalized attention had a significant impact on customers' affective responses. In addition, Maslow and cognitive dissonance theories provided conceptual support for understanding how emotions, positive or negative, conditioned product perception and brand loyalty. The findings concurred that favorable experiences generated well-being, commitment and satisfaction, while negative experiences led to distrust and disengagement. Conclusions: it was concluded that emotional and experiential management constituted an essential strategic resource to strengthen brand identity and foster customer loyalty. Organizations that managed to balance the functional and emotional aspects of their offer consolidated long-lasting and authentic relationships with their consumers, standing out in competitive environments where emotions determined purchase decisions.
Introducción: el estudio analizó la relación entre la experiencia del consumidor y las respuestas emocionales en el contexto del marketing contemporáneo. Se reconoció que las organizaciones enfrentaron el reto de generar vínculos significativos con sus clientes a partir de experiencias positivas que despertaran emociones favorables. Comprender esta relación permitió identificar cómo la personalización, la empatía, la credibilidad y la conveniencia influyeron en la satisfacción, la confianza y la fidelización del consumidor. Desarrollo: la revisión teórica y empírica demostró que la experiencia del consumidor se configuró como un conjunto de reacciones sensoriales, cognitivas y emocionales activadas por la interacción con una marca. Investigaciones internacionales y nacionales evidenciaron que las estrategias de marketing emocional y de atención personalizada repercutieron significativamente en las respuestas afectivas de los clientes. Además, las teorías de Maslow y de la disonancia cognitiva ofrecieron sustento conceptual para comprender cómo las emociones, positivas o negativas, condicionaron la percepción del producto y la lealtad hacia la marca. Los hallazgos coincidieron en que las experiencias favorables generaron bienestar, compromiso y satisfacción, mientras que las experiencias negativas provocaron desconfianza y desvinculación. Conclusiones: se concluyó que la gestión emocional y experiencial constituyó un recurso estratégico esencial para fortalecer la identidad de marca y fomentar la fidelización del cliente. Las organizaciones que lograron equilibrar los aspectos funcionales y emocionales de su oferta consolidaron relaciones duraderas y auténticas con sus consumidores, destacándose en entornos competitivos donde las emociones determinaron las decisiones de compra.
Currently, organizations face the challenge of building meaningful relationships with their customers, not only through the quality of the products or services they offer, but also by generating positive experiences that elicit favorable emotional responses. In this context, consumer experience and emotional responses have become established as fundamental variables for understanding customer behavior and strengthening brand loyalty. Various studies have shown that consumers tend to value experiences associated with interaction with the company more than the tangible benefits of the product, which makes emotional and experiential management a strategic element of contemporary marketing.
The research reviewed at the international and national levels consistently indicates that factors such as personalization, empathy, credibility, and convenience significantly influence customer perception and their willingness to maintain lasting relationships with organizations. In Ecuador, Spain, and Peru, recent studies have shown that a favorable experience generates satisfaction, commitment, and loyalty, whereas the absence of these elements produces distrust and a decrease in consumer loyalty (1). Likewise, national and local studies (2,3) confirmed that personalized attention, emotional marketing, and sensory branding are decisive in generating positive emotional responses and building solid relationships with customers.
From a theoretical standpoint, consumer experience is conceived as a set of internal reactions—sensory, cognitive, and emotional—that are activated through interaction with a brand. This experience is linked to motivational theories such as Maslow's hierarchy of needs, which explains how the pursuit of satisfaction, belonging, and self-actualization drives consumption decisions. Likewise, emotional responses are grounded in theories such as cognitive dissonance, which posits that negative or positive emotions derive from the congruence or incongruence between expectations and the reality perceived by the customer.
In sum, understanding the relationship between consumer experience and emotional responses allows organizations to design marketing strategies aimed at well-being, satisfaction, and customer loyalty. In this way, companies can strengthen their reputation and positioning in increasingly competitive markets, where emotions constitute the central axis of the purchase decision.
The theoretical construction of the study involves the review of a series of investigations; consequently, the international references addressed are presented below, starting with Vallejo et al.(1) in Ecuador. Their findings indicated that customer experience was rated as good in 59%, demonstrating that elements such as personalization, empathy, convenience, and credibility favor emotional response in 89%. They concluded that the experience perceived by the customer is linked to their emotional response and to how they perceive the organization.
Next, the study by Gallart et al. in Spain reported that awareness favors customer commitment and customer loyalty, with a significance equal to 0.000 and r = 0.202 and 0.308; this affects commitment, which is linked to customer loyalty with r = 0.422 and a significance equal to 0.000. They concluded that the factors that generate a good experience affect users' commitment and loyalty because they generate a favorable emotional response in them.
Lastly, the study by Palma et al. in Ecuador demonstrated that sensory marketing favors consumer behavior, with a significance of 0.000 and r = 0.803; in this sense, the stimuli received by the customer generate a favorable experience for that same customer, triggering a positive emotional response. They concluded that creating favorable experiences improves consumer behavior; it is important that companies provide accessible and personalized service for each customer, so that they can satisfy their needs and desires. This can be achieved through good, friendly, efficient, and effective customer service, as well as the timely and satisfactory resolution of problems.
Among the national studies is that by Santamaría Pimental, whose findings showed that emotional marketing presents a deficient level in 65% because customers lack confidence and the service provided is not adequate, and 74% agreed that loyalty is low; the aforementioned variables were significantly associated with r = 0.833 and a p-value less than 5%. It was concluded that the emotional marketing strategy should focus on generating positive experiences so that customers have a favorable emotional response, thereby increasing the degree of user loyalty.
Also, the study by Cortez in Lima showed that emotional branding has a regular level of connection at 69.5%, and loyalty is regular at 67.2%; it was demonstrated that the indicated variables were significantly associated with a p-value equal to 0.000 and r = 0.674. It concluded that emotional branding seeks to connect with customers' emotions in order to affect the degree of loyalty they exhibit.
Finally, the study by Reyna and Lima demonstrated that there is a significant relationship between emotional marketing, which is considered average in 76%, and consumer behavior, which is perceived as average in 72%, with a p value indicating the correlation between both variables, a value equal to 0. It was concluded that the purchase decision process is influenced by the experience perceived by the consumer, where positive emotional responses can be generated in consumers; consequently, good service, personalized attention, and problem-solving affect consumer well-being and loyalty, as well as brand reputation, generating a positive experience.
On the other hand, in local studies, there is the study by Cárdenas et al. (2) in Tarapoto. Their results showed that customer service is regular at 36%, responsiveness at 40%, courtesy at 64%, credibility at 38%, loyalty at 39%, and satisfaction at 36%. They concluded that customer service has a positive impact on their degree of loyalty, with a p value equal to 0.000 and r = 0.833; in this sense, the better the customer service, the more the customer's emotional response translates into loyalty, given that if good interaction with customers is achieved, this can generate greater satisfaction and consumer loyalty toward the brand, as well as corporate reputation.
There is also the study by Sánchez (3) in Tarapoto, whose findings showed that the implementation of the "Imagina" service model presented a low level of 42% and satisfaction presented low levels at 45%; in addition, it was demonstrated that the Imagina model was significantly associated with satisfaction with a coefficient of 0.786. It was concluded that marketing planning oriented toward a better customer experience has an impact on their emotional response, in this case on the degree of satisfaction they present, given that if a good connection with consumers is achieved, this can generate greater consumer satisfaction and loyalty toward the brand.
Finally, Ushiñahua's research in Tarapoto showed that an inadequate level at 38% characterizes service marketing and, likewise, consumer behavior at 45%; in addition, it was demonstrated that these variables presented a significant relationship at 0.000 and r = 0.811. It was concluded that the service marketing strategy should be oriented toward improving the consumer experience so that consumers' emotional response is favorable and translates into better behavior.
Becker et al.(4) describe consumer experience as a conglomerate of internal reactions comprising sensations, emotions, and subjective evaluations, which are triggered by stimuli associated with a brand or organization. According to Merdiaty & Aldrin, consumer experience is shaped by elements such as design, visual identity, packaging, communications, and other environmental cues. In this sense, as Ameen et al.(5) indicate, consumer experience is linked to the overall experience that a customer has with a retailer, depending on their interactions with and opinions about the brand or organization.
According to Jaiswal et al.(6), a positive consumer experience can be interpreted as meaning that satisfaction with the experience will have an important effect on the well-being of customer satisfaction and loyalty; this will be formed through various successful purchase experiences. This experience makes consumers unwilling to switch to other companies that offer the same thing. Ultimately, it generates customer satisfaction and loyalty, which can last a long time as long as there are no repeated purchase failures; it even directly influences customer loyalty. Furthermore, a positive experience has a favorable impact on generating customer commitment.
In this sense, according to Japutra et al., consumer experience can also influence brand reputation. Consumers who have a good experience can share their positive experiences on social media and other public opinion platforms, which can increase the positive image of the brand; on the other hand, consumers who have a bad experience can share their negative experiences, which can affect the brand image. Furthermore, consumer experience can influence the perception of the value and benefits of the product or service, since consumers might be willing to pay more for a product that provides an outstanding experience.
Within the theoretical foundations considered, the Maslow model corresponding to the hierarchy of needs set out in 1970 is addressed, since according to Jain et al.(7) when considering the experiences of consumers, the "deficiency needs" are taken into account, which include physiological well-being, safety, belonging, and self-esteem, the same arise from deprivation and are necessary to avoid unpleasant consequences and according to what is indicated by Duygun et al.(8), when the deficiency needs are satisfied, subsequently the growth needs are attended to; these last ones corresponding to individuals in the highest category of the hierarchy.
These needs, according to Montag et al., are necessary for self-actualization and peak experiences that include the need for intellectual achievements, creative expression, and aesthetic appreciation; consequently, these needs are never truly satisfied because they are continuously refined as individuals experience self-actualization. In most post-industrial societies, growth needs, rather than deficiency needs, dominate consumer motivations.
According to Havíř,(9) it is conceived as the impression that users generally have at each stage of the purchasing process, which results in an organization's perspective on meeting their expectations and its perception of sensory elements that affect other factors related to its final outcome. In other words, it is an active process that allows the consumer to learn about the brand and shapes the expectations they hold; this process leads consumers to be more informed, connected, empowered, and active, and these experiences positively affect their feelings.
Sensory dimension. It represents the sensory experience that consumers have when they interact with a product or service, and it can influence their perception of quality and satisfaction; therefore, sensory aspects include the taste, smell, texture, appearance, and sound of the product or service. Because consumers have different sensory preferences, companies must strive to understand them in order to design products and services that meet their needs, since an enriching sensory experience can improve the perception of product quality, which could encourage consumers to be willing to pay a higher price for it.(9)
Visual incentives. They refer to visual elements that can influence the consumer experience, such as product design, point-of-sale presentation, and advertising. Visual incentives can capture consumers' attention and awaken their interest in the product or service.(9)
Aesthetic pleasure. It refers to the positive sensory experience that consumers may have when interacting with a product or service that is aesthetically attractive; this may include aspects such as the design, texture, color, and shape of the product.(9)
Cognitive dimension. It refers to the mental experience that consumers undergo when interacting with a product or service, encompassing elements such as the perception of value, assessment of benefits and characteristics of the product or service, and purchasing decisions. The cognitive dimension can be influenced by advertising, the information the consumer receives, prior experience, and brand perception. Consumers may have different criteria for evaluating the value and benefits of a product, and companies must strive to understand them in order to design products and services that align with the individual's needs.(9)
Customer thinking. It refers to the perception and reflection that consumers have regarding the service, which can affect their purchasing behavior. The customer's perspective can be shaped both by the information provided by the company and by their own experience and personal perception.(9)
Ideas and expectations. They refer to the preconceived ideas and expectations that consumers have about the product or service. These ideas and expectations can be influenced by advertising, previous experience, and brand perception.(9)
Lifestyle dimension. It refers to the relationship between the product or service and the consumer's lifestyle; this involves aspects such as the consumer's habits, tastes, and preferences, as well as their personality and values. Because consumers have different lifestyles, organizations must emphasize understanding them in order to design products and services adapted to their needs. In addition, this dimension can also influence the perception of the value and benefits of the product or service; if consumers perceive that a product or service fits their lifestyle and preferences, they are more likely to value it and be willing to pay more for it.(9)
Shared values. They refer to the values and beliefs that consumers share with the brand or company; this may include aspects such as business ethics, social responsibility, and brand identity; moreover, shared values and beliefs can influence consumer loyalty and fidelity.(9)
Shared beliefs. They refer to the values and beliefs that consumers share with the brand or company; these shared beliefs may be related to aspects such as business ethics, social responsibility, and the brand's purpose. When consumers perceive that the brand shares their values and beliefs, they are more likely to feel identified with and connected to the company.(9)
Interaction dimension. It refers to the experience that consumers obtain when interacting with the company's sales and customer service channels. This dimension includes aspects such as accessibility, as well as personalized attention and problem resolution. On the other hand, a great need for service is expected when interacting with a company, from the moment they seek information until after-sales. It should be noted that quality and effective service can be seen as a crucial factor in customer satisfaction and loyalty to the brand, making it essential for organizations to devote special attention to these aspects.(9)
Customer connection. It refers to the relationship that the company establishes with the consumer and the ability to generate an emotional and personalized connection with the customer. A good customer connection can generate loyalty and fidelity toward the brand.(9)
Customer communication. It indicates the company's ability to effectively communicate relevant information and messages to the consumer. Therefore, effective communication with the customer can contribute to establishing a strong and lasting relationship with them.(9)
Emotions, according to Schreiner et al.(10), can be interpreted and classified by mapping them onto an affective space constructed from two basic dimensions of emotion, namely, valence (positive-negative affect) and arousal (calm-exciting); they can be affected by context, which, according to Zablocki et al., refers to a series of events or experiences that are part of the purchase experience. These factors include environmental, cultural, personal, and sociocultural factors that can trigger a positive or negative response in the consumer's behavior.
According to Setiawan & Ardini, organizations are considered to need to take their environment into account, since a good environment makes consumers feel comfortable and at home for a long time so that it can increase consumers' potential to buy more. Consequently, the perception of the atmosphere both outside and inside the organization can provide a shopping experience that is difficult to forget because it can affect feelings; therefore, using lighting, colors, music, and aromas well can stimulate perceptions and emotional responses and, eventually, influence the behavioral aspect of purchasing.
Consequently, the importance of consumer emotional response lies in its capacity to influence the perception of quality and consumer satisfaction with the product or service, given that emotion can influence quality perception, even in the absence of objective evidence of it. Furthermore, following what was indicated by Wang (11), consumer emotional response can influence brand loyalty, since consumers who undergo an emotionally positive experience are more likely to become loyal customers and to recommend the brand to relatives or close friends.
Among the theoretical foundations considered, the theory of cognitive dissonance is addressed, which was proposed by Festinger in 1957, where according to Kim et al.(12) negative responses to a stimulus result from a negative psychological state called dissonance when beliefs, values, perceptions, behaviors, and attitudes are not consistent with each other; in this sense, the behavior and the attitude that a consumer develops toward a given brand or organization is the product of a stimulus received from it, which can be rated as negative or favorable and is generated from the dissonance that the consumer has between their emotions and desires.
According to Cardello and Meiselman, if the sensory experience of a product confirms the expectation generated by an evoked context, affective responses will shift toward a more positive direction (assimilation); however, when the sensory expectation is not confirmed by actual performance, many negative responses will occur (contrast); therefore, it is assumed that the evoked context can also influence the elicitation of positive or negative emotions through assimilation or contrast, which are closely related to liking, that is, positive emotional responses will be obtained when an appropriate context is consistent with the perception of the product.
The emotional responses of consumers according to Bettiga et al.(13) are the affective reactions that customers experience when interacting with the products or services that a company offers, which can be positive or negative and are related to satisfaction and loyalty toward the brand. In this sense, it can be a determining factor in their sense of purchasing behavior, and this is achieved through different techniques, such as the creation of pleasant environments at points of sale, the use of attractive colors and designs in products, and the implementation of emotional marketing strategies that seek to awaken specific emotions in consumers.
Conscious responses. This term refers to the reactions that a consumer has consciously and rationally when facing a purchase decision. These reactions can be shaped by various factors such as available information, quality or brand reputation, among others. Therefore, customers can evaluate the positive and negative aspects of a purchase and reach a decision that they view as logical as well as rational. In this line, conscious reactions can be guided through concise and clear information about the advantages of the product or service.(13)
Expression of happiness. This refers to the manifestation of positive emotions, such as smiling, enthusiasm, and satisfaction, experienced by a consumer when interacting with a product or service that provides a positive purchase experience.(13)
Feeling of satisfaction. It is the feeling of contentment or fulfillment that a consumer experiences when their expectation is met or exceeded. When a product or service satisfies the consumer's needs, the consumer experiences a feeling of satisfaction and may feel more likely to make repeat purchases.
Feeling of pleasure. Linked to the positive experience that a consumer may have when interacting with a product or service, such as the enjoyment of a flavor or aroma, or the sensation of softness to the touch. These experiences can generate a positive emotional response and increase the perceived value of the product or service.(13)
Unconscious responses. Unconscious responses are those that occur without the consumer being aware of them; these responses can be influenced by a series of factors. Emotional or psychological factors, such as brand perception or social group influence, can influence these responses, leading consumers to make decisions based on emotions, impulses, or biases without even realizing that they are being influenced. In this sense, unconscious responses can be addressed when a striking image and a positive shopping experience are developed.(13)
Person with a lot of anxiety. A person with a lot of anxiety may experience feelings of tension, worry, and fear when making a purchase. Anxiety can be related to uncertainty about the product or service, the fear of making the wrong decision in your ability to make effective purchasing decisions.(13)
Fear due to past experiences. Fear due to past experiences can generate a negative emotional response in a consumer when they interact with a product or service. If a consumer has had an unsatisfactory purchase experience in the past, they may experience fear or distrust when making a new purchase.(13)
Insecurity in the purchase of a product. Uncertainty in the acquisition of a product refers to the lack of confidence and even of security that a consumer may feel when facing a purchase decision. This may be related to the lack of information or training on how to perform the services, or the lack of trust in the brand or company offering the product.(13)
Personalized attention. This refers to individualized treatment provided to the customer, aimed at effectively and personally satisfying the customer's needs and expectations. These methods may include the use of names and personal information, understanding customers' needs, and resolving personal problems (14).
Technological items. The different items used in mobile telephony, computer accessories, among others, that are commonly used at the forefront of technology are considered products of technological items (14).
Emotional branding. It focuses on establishing an emotional connection between the brand and consumers; this marketing technique is based on the use of emotions and feelings to create a positive image in the consumer, becoming embedded in their mind, with the aim of generating a satisfactory and memorable experience for the customer.
Word of mouth refers to the recommendation of a company or product by a satisfied customer to other consumers. This method is a determining factor that influences customers' purchasing choices, since it is based on the real experiences of other consumers with the brand or product.(15)
Service quality is linked to the company's capacity to satisfy needs and meet customer expectations, providing high-quality service and personalized attention, where companies must guarantee that the service they provide is efficient, effective, and satisfactory for the customer.(16,18,19,20)
Customer engagement is a communication or interaction relationship that exists between external stakeholders, such as customers and producers or companies, through various channels. Customer engagement allows the customer to feel important to the organization, where personalized service is offered.
Loyalty is a key process for business success; the objective of customer loyalty is to create a long-term bond between the company and consumers, securing their loyalty and repeat purchase. To achieve this, companies must offer an exceptional customer experience.(21)
Loyalty is when the first option of the product or service satisfies the consumer to make purchases, and then consumers regularly continue buying from an electronic retailer with a long-term commitment.(22)
Neuromarketing is a research method that uses neuroscientific tools to examine consumers' brain responses to marketing stimuli, in order to more deeply understand how consumers process information and make purchasing decisions.(23)
Corporate reputation is the image that individuals acquire of an organization, and this reputation can be shaped by various elements, such as excellence in service delivery, the level of customer service offered, clarity in its operations, and the social responsibility it demonstrates in its interactions with society.
Satisfaction refers to the perception that individuals form of an organization, which can be influenced by multiple factors, such as the quality of the services provided, the level of customer service offered, transparency in its operations, and the social commitment demonstrated in its relations with the community.(24)
The analysis of the relationship between consumer experience and emotional responses demonstrates that both constructs are interdependent and determinant elements in the consolidation of strong bonds between organizations and their customers. A review of international and national studies shows that personalization, empathy, convenience, credibility, and emotional marketing constitute the pillars on which a meaningful experience is built. These dimensions make it possible to understand that the contemporary consumer is no longer guided solely by the functionality of the product or service, but by the set of sensations, perceptions, and emotions that arise from their interaction with the brand.
The reviewed findings consistently indicate that a positive experience generates satisfaction, trust, and commitment, which translate into loyalty and recommendation. In contrast, negative experiences lead to distrust, abandonment, and an unfavorable perception of the organization. Therefore, marketing strategies should focus on creating experiential environments that appeal to emotions, integrating sensory, cognitive, and symbolic elements that stimulate positive affective reactions. In this sense, managing emotions becomes a strategic resource for strengthening brand identity and customer loyalty.
From a theoretical perspective, Maslow's hierarchy of needs and cognitive dissonance theory offer a solid basis for understanding how emotions influence consumption decisions. While the former highlights the pursuit of satisfaction and self-actualization as behavioral motivators, the latter explains the emotions arising from the congruence or incongruence between expectations and actual experience. Both theories confirm that the purchasing process transcends the rational and enters the emotional realm, where perceived experience determines product evaluation and brand retention.
In conclusion, organizations must recognize that the consumer experience is a strategic tool that enables differentiation in saturated and competitive markets. Creating memorable experiences entails understanding customers from their subjectivity, responding to their expectations, and generating positive emotions that strengthen the emotional bond with the brand. Only through coherent management between the functional and the emotional can companies achieve authentic and sustainable loyalty over time, consolidating their reputation and positioning in an environment where emotions constitute the true driver of consumer behavior.
None. CONFLICTO DE INTERESES The authors declare no conflict of interest.
Conceptualization: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Data curation: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Formal analysis: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Investigation: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Methodology: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Project administration: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Software: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Supervision: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Validation: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Visualization: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Writing – original draft: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.
Writing – review and editing: Estefani Alexandra Chavez Flores, Caroll Eugenia Valles Navarro, Lady Diana Arévalo Alva.