Vivencias afectivas que acompañan el consumo simbólico de marcas de chocolates en un grupo de jóvenes universitarios entre 18 y 25 años en la ciudad de Bogotá

Abstract

The consumption and purchase of products has been evolving in such a way that the purchase decision depends on other factors other than the product or service. Brands are currently based on stimulating emotions through the five senses of the human being, according to Ekman, who considers that there are seven basic emotions: anger, joy, disgust, surprise, fear and contempt (Ekman, 1993), which generate an experience of consumption, either positive or negative according to the emotion that has been stimulated, thus generating an affective experience of the consumer towards the brand. The general objective of this research is to identify the affective experiences that accompany the symbolic consumption of chocolate brands based on a study conducted in young university students between 18 and 25 years of age in the city of Bogota. This project has been developed with a qualitative type of research, based on the grounded theory method, investigating five main categories such as: affective experiences, consumption experience, way of life, general perception of chocolates and sense of the chocolate brand.