出版社：Academy of Economic Studies - Bucharest, Romania
摘要：The purpose of this article is to analyse the connexion between rationality and emotion in shaping purchasing behaviour and the way in which some external stimuli such as expert advice or advertising influence them. These external stimuli may be used to manipulate consumerism and purchasing behaviour against the legitimate interests of consumers. The article requires a structured approach to researching consumer behaviour but also the quality of life. The aim is to draw attention to the rational behaviour of people often forced to choose between the quality of a product and the satisfying the immediate, individual need. The motivational projectivity of the behaviour of the consumer’s self carries a particular strength on the individual who lets him/herself involved in a challenging source whose outcome is the selective orientation towards the source of attraction, ensuring thus the guiding of behaviour in accordance with the irradiation of the source. Identifying the numerous variables that lead to the appearance of the idea of acquisition determines the change in the polarity centre which is made up of predispositions that are at the base of the product receptivity and thus the purchase suggestion. Loyalty for products creates certain tense conditions in a universe of uncertainty of choice consequently offering certain stability in time. Quality of products may trigger an increase in the individual health, as well as the society he/she belongs to. Health is life, and a life in which the choice of the best for individual and the enterprise he/she comes from leads to absolutisation, then one can say that they have accomplished the task of giving a chance to succeed to the generations to come.
