This paper “present[s] perspectives on why and under what conditions emotions serve as antecedents to decision-making, and call for future research to examine how emotional influences can both undermine and help consumer decision-making.”
Posts Tagged ‘emotions’
“The findings of this study indicate that emotions have a significant effect on the consumer attitude towards the placed brands and practitioners may need to re-evaluate the placement strategies, particularly, when placing the brands in a happy situation with high plot integration.”
Type: Insights & Ideas | 1,405 views
Fear, which is controlled by a part of the brain called the amygdala, can also elicit feelings of greater connection with a brand. A study from the University of British Columbia’s Sauder School of Business found that when faced with fear, the presence of a brand comforts people and helps them cope.
This study examines the impact of positive emotions (happy, interest) and level of character-brand interaction level (CIL) on consumers’ response to brand placements.
Type: Reading List | 1,143 views
In Romancing the Brand, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. Step by step,he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer.
Type: Reading List | 1,911 views
“Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world’s 50 best businesses…have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes.”
Type: Articles & Papers | 1,389 views
Grocery shopping may feel like a routine exercise, but the role that emotions play in decision-making are complex and affect what and how we buy. “This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive.”
Type: Articles & Papers | 1,423 views
Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self
Brand intimacy can be created and strengthened through understanding the way consumers view themselves. “Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self.”
Type: Articles & Papers | 1,140 views
We know that emotion builds strong brand-consumer relationships, but what types of emotions suit the promotion of particular products? “The findings of the experiment suggest that for a privately consumed product, ads evoking an ego-focused emotion scored better than ads evoking an other-focused emotion, whereas the reverse was true for a publicly consumed product.”
Type: Articles & Papers | 1,089 views
This paper takes a look at the affect that carryover emotions have on economic decisions and how emotions of the same valence can have counter effects during the buying process.
Type: Insights & Ideas | 1,629 views
Laughing together is a successful mechanism for building intimacy, but humor is a subjective experience. Two people can share a joke, but what are the chances that millions of people across the globe will get the punchline?
Type: Insights & Ideas | 1,755 views
There has been much written and reported on the nature of people’s relationships with their mobile phones as the technology becomes secondary to how we function socially and emotionally. What motivates such strong feelings of loyalty to a brand of mobile phone?
Type: Articles & Papers | 1,475 views
Experiments using scents and music were used in a study to determine the effects of people’s mood states on product preference. The authors “found that in addition to regulating mood (positive or negative), consumers also make choices that are consistent with regulating their level of arousal.”
Type: Insights & Ideas | 3,413 views
In an ad for the dating site eHarmony, there is line that describes an ideal match as meeting someone who “says I love you, not I’ll call you.” It brings to mind the debate of ‘Like’ vs ‘Love’. Is it enough for people to like a brand rather than love it? What will a brand get in return for pursuing such commitment anyway? Love sounds like such hard work.
Type: Articles & Papers | 1,962 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.