A study carried out by the University of the Basque Country analyzes the effects of music on response to radio ads. It finds that not only does the presence of music create an associative link to the brand, but the type of music being played can influence a brand’s impression on the listener.
Articles & Papers
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 of the most revealing academic investigations into the hearts and minds of today’s consumers.
Type: Articles & Papers | 2,759 views
Type: Articles & Papers | 1,624 views
Neuroeconomic researchers at the University of Pennsylvania have used fMRI techniques to identify a specific part of the brain, the ventromedial frontal lobe (VMF), as responsible for making decisions involving value.
Type: Articles & Papers | 2,737 views
Can anger make us choose a hiking trip vacation? Derek Rucker (Kellogg School of Management, marketing department) and Richard Petty (Ohio State University, psychology department) examine the influence of specific emotions on consumer choices and the implications of those influences for persuasion.
Type: Articles & Papers | 2,552 views
Exploring the Role of Emotions on Sport Consumers’ Behavioral and Cognitive Responses to Marketing Stimuli
This study, soon to be published in the ‘European Sport Management Quarterly’, investigates how emotions affect purchasing decisions and brand product evaluation, particularly when it comes to team related merchandise.
Type: Articles & Papers | 1,733 views
The social media landscape demands new rules for successful brand-consumer relationships. “Only by earning the trust of their friends will brands get recommended by those friends, and only by investing time and energy in listening and building that relationship will there be a loving relationship to enjoy.”
Type: Articles & Papers | 2,242 views
This study is the first “empirical examination of the relationship between specific spokes-character features and brand attitude.” Results showed that brands with spokes-characters were thought of more favorably by potentially new consumers, and were seen as more trustworthy.
Type: Articles & Papers | 4,068 views
The authors of this study published in the Journal of Marketing “investigate whether the presence of an inoffensive ambient scent versus no scent affects evaluations of and approach/avoidance behaviors in a retail environment.”
Type: Articles & Papers | 1,760 views
Can Brands Make Us Happy? A Research Framework for the Study of Brands and Their Effects on Happiness
Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the societally most relevant and fundamental questions of brand existence remains among the most difficult to capture: Can brands make us happy?
Type: Articles & Papers | 4,838 views
Research from the University of Mannheim analyzes the antecedents and consequences of brand passion that leads to high emotional consumer-brand relationships.
Type: Articles & Papers | 2,262 views
Research from the University of Bath’s School of Management “explores the psychology behind the processing of emotion and attention, and presents a ‘hierarchy-of-processing’ model which shows how advertising can influence brand choice without the need for informational persuasion or high attention.”
Type: Articles & Papers | 6,351 views
This study empirically tests the love that consumers feel for the things they own and finds that people nurture their beloved possessions by purchasing complementary products and services. It also argues that increased love for products would lead to more sustainable behavior.
Type: Articles & Papers | 2,178 views
A study carried out by the University of Central Florida interviewed a group of male bikers and found that the type of love they felt for their motorcycles closely resembled an interpersonal love – it was passionate, possessive and selfless.
Type: Articles & Papers | 2,005 views
The Emotional Shopper: Why Understanding How Your Consumers are Feeling Can Improve Business Effects
A pilot study carried out in the United Kingdom that investigates the emotional journey that shoppers experience in-store. It discusses triggers within the retail environment that cause specific feelings like surprise, fear and contempt.
Type: Articles & Papers | 2,410 views
This study examines the effects of rational and emotional advertising strategy on the creation of brand love. It examines how different advertising approaches lead to distinct results for utilitarian and hedonic value based products.
Type: Articles & Papers | 2,239 views
Is Kate Moss a Lovemark? Does celebrity endorsement affect consumer love for a retail brand? According to this presentation from the University of Huddersfield, Lovemarks can be used as a tool to identify salient emotions that people feel for both brand and endorser.