Posts Tagged ‘emotion’

Type: Articles & Papers, Resources | 433 views


Can We Rank Emotions? A Brand Love Ranking System for Emotional Terms

“In this paper we examine customers’ emotional attachment to a brand name utilizing content extracted from social media. More specifically, we consider the emotions associated to brand love appearing in the form of terms in users’ Twitter posts.”

Type: Articles & Papers, Resources | 422 views


Nostalgic Emotion, Experiential Value, Brand Image, and Consumption Intentions of Customers of Nostalgic-Themed Restaurants

“The study uses SEM to test the hypotheses relating to nostalgia affecting consumption. The results indicate that nostalgia has both direct and indirect impacts on consumption intention; consumption affected by nostalgia varies depending on the individual; and younger customers’ predisposition to want cheap prices is an important consideration in marketing nostalgia to younger customers.”

Type: General, Resources, Theses & Dissertations | 687 views


Senses and Sensibility: A Human-Centred Branding Strategy

This Master’s thesis looks at human-centred branding and the role of the senses in a study of “the social and cultural meanings consumers attach to brands and branding within the art, science and technology continuum”.

Type: Articles & Papers, Resources | 685 views


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 | 1,697 views


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 | 1,724 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 | 1,087 views


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 | 807 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 | 991 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 | 891 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 | 1,215 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 | 1,343 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 | 811 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 | 1,202 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 | 1,426 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.