Consumer products are perceived via sensory aspects that stimulate emotional responses. A small number of emotion lexicons for food have been developed, and these emotion instruments for general consumption experience might not uncover the deeper and distinct emotions created by specific products, especially those consumed primarily for pleasure (e.g., coffee).
Since the inception of the Lovemarks theory, academic literature on the topic of emotional marketing has grown considerably. Here you’ll find a sampling of some interesting academic investigations into the hearts and minds of today’s consumers.
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity. In this article for the Journal of Marketing, the authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
Popular music in advertising can affect attention, recall, and purchase intention. However, relatively little is known about its effect on attitude when the song in the ad is a favourite song. This study looked at the effect of various and actual integrations of popular music on attitude towards an ad, brand and artist in television commercials.
This paper examines the multi-sensory brand-experience concept, the significance of the multi-sensory brand-experience in differentiating, distinguishing and positioning a brand in the human mind as an image.
This article from The Marketing Review looks at ‘romantic brand love’, a unique facet of brand love that is stimulated by specific themes, products and brand symbolism in advertising. It also outlines the structure of romantic brand love and looks at how it is developed.
This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative.
This study by Eva Illouz investigates the link between emotion and the sociology of consumption. Arguing not only that the category of ‘emotion’ can be heuristic for a sociology of consumption, but also that the consumption has long been, albeit unknowingly, dealing with emotions.
Desire is the motivating force behind much of contemporary consumption. Yet consumer research has devoted little specific attention to passionate and fanciful consumer desire. This article is grounded in consumers’ everyday experiences of longing for and fantasizing about particular goods.
Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising
This study examines the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising.
Impacts of the Trilogy of Emotion on Future Purchase Intentions in Products of High Involvement Under the Mediating Role of Brand Awareness
This study validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets.
This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.
Comparing brand identity fusion with brand identification, this research provides evidence that brand identity fusion is more predictive and enduring in explaining consumers’ relationship-serving biases and prorelationship behaviors in the face of brand transgressions.
Brian Sheehan talks to MarketingProfs.com’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.
Q&A with Jayne Van Dusen, Advertising & Marketing Communications Management, Algonquin College, Ottawa, Canada.
Warmth and Conformity: The Effects of Ambient Temperature on Product Preferences and Financial Decisions
Warm temperatures increased the participants’ perceptions of social closeness to other decision-makers, thus leading them to consider the opinions of those decision-makers to have greater validity