Posts Tagged ‘emotion’

Type: Articles & Papers, Resources | 233 views

J-CC

Emotions, Imagination and Consumption

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.

Type: Insights & Ideas | 881 views

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Saying It Right: The Importance of Language in Customer Intimacy

The ability to hear and understand what the other person is saying is crucial to the positive development of any relationship, including the relationship between brand and consumer.

Type: Insights & Ideas | 1,123 views

Brand Loyalty

For Loyalty, Look to Emotion

Loyalty amongst shoppers is becoming more of a challenge for brands. In a study undertaken in January 2013, Deloitte found that nine in ten consumers have swapped national branded products for private-label brands at some time.

Type: Articles & Papers | 672 views

Vic_Uni

Leveraging the Human Side of the Brand Using a Sense of Place: Case Studies of Craft Breweries

A review of more than 1000 craft breweries, this paper from Victoria University, Melbourne, explores the importance of myths, folklores and heroes in humanizing craft beer brands. Such approaches are found to strengthen the emotion connection that such brands have with consumers.

Type: Reading List | 438 views

Emotional Life

The Emotional Life of Your Brain: How Its Unique Patterns Affect the Way You Think, Feel and Live – and How You Can Change Them

“For more than thirty years, Richard Davidson has been at the forefront of brain research. Now he gives us an entirely new model for understanding our emotions, as well as practical strategies we can use to change them.”

Type: Articles & Papers | 702 views

Journal of Product and Brand Management

The Role of Emotional Aspects in Younger Consumer-Brand Relationships

Younger consumers have a reputation for being influenced by fads and trends, but what emotional aspects are important to the development of consumer-brand relationships with this demographic?

Type: Articles & Papers | 626 views

Behavior & Internet Technology

The Effect of Online Store Atmosphere on Consumer’s Emotional Responses – An Experimental Study of Music and Colour

We know that appealing to the senses in-store affects consumer response. But what happens when a person shops online? This study “explores the impact of two environmental elements – music and colour – of an online store on the consumers’ emotions”.

Type: Articles & Papers | 921 views

Institut de Recherche en Gestion et Economie

Consumers’ Attachment and Commitment to Brands and Media Titles: The Role of Emotions

This research looks at media titles and advertiser brands to measure the interrelated effects of attachment and emotional commitment. ‘Le Monde’, ‘Elle’, Apple and Ferrari are brands referred to in this study.

Type: Articles & Papers | 995 views

Journal of Brand Management

Nostalgic Brands As Mood Boosters

“Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so?…Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions.”

Type: Articles & Papers | 561 views

Psychology & Marketing

The Eyes Have It: How a Car’s Face Influences Consumer Categorization and Evaluation of Product Line Extensions

Many consumers think cars have ‘faces’. The positioning of the lights (eyes) and grille (mouth) give each model a distinct personality that influences a buyers’ and owners’ opinion, and determines preference for certain models. This paper explores consumer reactions when line extensions of automobiles become too visually similar.

Type: Articles & Papers | 860 views

PLoS One

Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing

This study from the University of Newcastle, Australia, tests – using neurological scanning – “the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed”.

Type: Articles & Papers | 980 views

Journal of Consumer Research

Automatic Behavioral Priming Effects of Brand Anthropomorphism

In a study by the University of Toronto and University of Chicago, people were asked to imagine brands as if they were human. People who anthropomorphized the brands considered the brands to be emphatic partners. Krispy Kreme and Kelloggs are used as examples.

Type: Insights & Ideas | 1,757 views

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Keeping the Flame Alive

The New Year has rung in announcements of the foreclosure of some famous brands. What does being a Lovemark mean in a volatile financial environment? Does being a Lovemark protect a brand from economic uncertainty?

Type: Theses & Dissertations | 2,471 views

Auckland University of Technology

An Examination of How Product Involvement Affects Brand Loyalty

This Master’s thesis studies the affects of product involvement on brand loyalty for cars and batteries. The research tested “factors for regression correlations to identify links between pleasure, sign and risk probability and brand loyalty for cars and interest/pleasure, sign, risk probability and risk importance for batteries.”

Type: Insights & Ideas | 1,309 views

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Of Fanboys and Fangirls

Though levels of fanboyism vary in intensity from higher than usual levels of enthusiasm to sheer obsession, what is consistent is the degree of devotion and fierce protectiveness these fans have for the brands they love. Fanboys, like sport-fanatics, get the concept of Loyalty Beyond Reason.