Sensitivity Analysis of Dynamic Emotional Luxury Cosmetic Purchases

Consumers’ purchasing choices are largely shaped by their perceptions of a product’s benefits, drawbacks, and emotional resonance. Psychological and marketing research suggests that emotions are integral throughout the buying process. This study investigates the emotional determinants influencing consumer behavior in the luxury cosmetics sector. A qualitative methodology was adopted, utilizing semi-structured interviews with 23 frequent users of high-end cosmetics and wellness products who are active in Telegram communities. The results revealed a spectrum of emotional reactions and identified key psychological triggers within the study group.In a subsequent phase, a panel of 15 experts—including specialists in marketing, psychology, digital luxury cosmetics enterprises, and administrators of online hygiene and beauty groups—collaboratively determined variables affecting consumer emotions. This process employed a structured three-step consensus approach, culminating in the identification and ranking of 36 factors impacting emotional engagement. These were then classified into three categories: individual characteristics, product- and community-related aspects, and external environmental influences.