Emotions and Marketing Strategy PDF

Emotion • Emotion is an identifiable specific feeling • Affect refers to the liking/disliking aspect of the specific feeling. • Emotions are strong, relatively uncontrolled feelings that influence behavior. – They are strongly linked to needs, motivation, and personality. – Personality also pl...

Emotion • Emotion is an identifiable specific feeling • Affect refers to the liking/disliking aspect of the specific feeling. • Emotions are strong, relatively uncontrolled feelings that influence behavior. – They are strongly linked to needs, motivation, and personality. – Personality also plays a role, e.g., some people are more emotional than others. Moods and Emotions Emotions: – “relatively intense, short lived and usually highly conscious affective states” (Forgas, Chan & Laham, 2002: 226) – Often related to a specific triggering event Moods: – “relatively low-intensity, diffuse, and enduring affective states that are often subconscious and have no salient cause” (Forgas, Chan & Laham, 2002: 226) – Not necessarily linked to a particular event Affect is subjective • Is this a ‘good’ piece of art? • What constitutes ‘good’ – Affective evaluation criteria? – Subjectivity • What does it make you feel (if anything)? – Subjective perceptions – Resonance – Relevance • What’s your mood when looking at it? – Contextual/situational factors influence affective evaluations Emotions and Marketing Strategy • Emotion Arousal as a Product Benefit – Consumers actively seek products which arouse emotion. – Emotional appreciation for benefits received can lead to increased trust and purchases. • Emotion Reduction as a Product Benefit – Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions. Mood Congruency • Our judgements tend to be shaped by our moods. • Positive affective states can lead us to more favorably judge messages and information to which we are exposed. CURRENT MOOD: POSITIVE CURRENT MOOD: NEGATIVE MORE POSITIVE JUDGEMENTS OF PRODUCTS MORE NEGATIVE JUDGEMENTS OF PRODUCTS Sadvertising • Negative affective states may also be evoked to provoke action e.g. nonprofit advertisements • Inspirational stories that manipulate our emotions like a rollercoaster • Helping others as a way to resolve one’s own negative moods is known as negative state relief. https://www.youtube.com/watch?v= AsyD3W2pWU8 Emotion in Advertising • Can enhance attention, attraction, and maintenance capabilities. • Emotional messages may be processed more thoroughly • Repeated exposure to positive-emotion-eliciting ads may increase brand preference (classical conditioning). • Emotion may operate via high-involvement processes especially if emotion is decision relevant.