Relevant bibliographies by topics / Emotions in marketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Emotions in marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 12 February 2022

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Journal articles on the topic "Emotions in marketing"

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Harrison-Walker, L. Jean. "The effect of consumer emotions on outcome behaviors following service failure." Journal of Services Marketing 33, no. 3 (June 10, 2019): 285–302. http://dx.doi.org/10.1108/jsm-04-2018-0124.

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Purpose The purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on important behavioral outcomes. Design/methodology/approach This paper extends the work of Wetzer et al. (2007) and draws upon the existing literature to test a series of research hypotheses tying emotions to four important behavioral outcomes primarily using stepwise regression. Findings When a service failure occurs, customers experience any of a variety of negative emotions. The effect on behavioral outcomes depends on the specific emotion experienced by the consumer. The current research, which benefits by using retrospective experience sampling, finds that frustration is the predominant emotion experienced by customers following service failure, but that anger, regret and frustration affect behavioral outcomes. Uncertainty also plays a role. Research limitations/implications Future research should investigate the antecedents of propensity for emotions and predisposition toward industries, as well as the consequences of word-of-mouth (WOM) praise and WOM activity. Additionally, emotions could be examined by service stage. Several other moderators could be investigated, including severity, complaining behavior, repeat occurrence, service importance, remedies and forgiveness, product vs process failures, tenure, gender and age. Practical implications The current research emphasizes the importance of understanding which emotion is being experienced by a customer following service failure to identify the behavioral outcomes that will be most impacted. The specific managerial implications depend upon the specific emotional response experienced by the customer and are discussed separately for anger, regret and frustration. Service personnel must be trained to recognize and address specific customer emotions rather than to provide a canned or generalized response. Originality/value To date, there has been little, if any, systematic research into the effects of multiple discrete negative emotions on multiple desirable behavioral outcomes. The current study examines six discrete emotions. Predominant emotions are differentiated from emotional intensity. The behavioral outcomes of reconciliation and reduced share-of-wallet are added to the traditional outcomes of repatronage intentions and negative WOM. While existing research tends to rely on a scenario approach, this study uses the retrospective experience sampling method. The authors distinguish between mixed emotions and multiple emotions. The relative effects of disappointment and regret are examined for each of the four outcomes. Finally, importance-performance map analysis was applied to the findings to prioritize managerial attention. Numerous managerial and research implications are identified.
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Ortigueira-Sánchez, Luis Camilo, and Ana Lucía Cárdenas-Egúsquiza. "Rhetorical strategies and emotions in political marketing management." Academia Revista Latinoamericana de Administración 32, no. 4 (November 4, 2019): 487–501. http://dx.doi.org/10.1108/arla-02-2019-0053.

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Purpose The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader. Design/methodology/approach An experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants. Findings The results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience. Practical implications The findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed. Originality/value The study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses.
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Lin, Meng-Hsien (Jenny), Samantha N. N. Cross, and Terry L. Childers. "Understanding olfaction and emotions and the moderating role of individual differences." European Journal of Marketing 52, no. 3/4 (April 9, 2018): 811–36. http://dx.doi.org/10.1108/ejm-05-2015-0284.

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Purpose The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience methods, while considering individual differences in sense of smell. Design/methodology/approach Prior research on olfaction and emotions in marketing has revealed mixed findings on the relationship between olfaction and emotion. The authors review earlier studies and present a neuroscience experiment demonstrating the benefits of ERP methods in studying the automatic processing of emotions. Findings Results demonstrate how emotional processes occurring within 1s of stimulus exposure differ across individuals with varying olfactory abilities. Findings reveal an automatic suppression mechanism for individuals sensitive to smell. Research limitations/implications Scent-induced emotions demonstrated through the use of ERP-based methods provide insights for understanding automatic emotional processes and reactions to ambient scents by consumers in the marketplace. Practical implications Findings show an automatic suppression of emotions triggered by scent in individuals sensitive to smell. Marketers and retailers should consider such reactions when evaluating the use of olfactory stimuli in promotional and retail strategies. Originality/value The authors review past literature and provide an explanation for the disparate findings in the olfaction–emotion linkage, by studying individual differences in response to scent in the marketplace. This is one of the first papers in marketing to introduce the application of ERP in studying consumer-relevant behavior and provide technical and marketing-specific considerations for both academic and market researchers.
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Orth, Ulrich R., Roberta Carolyn Crouch, Johan Bruwer, and Justin Cohen. "The role of discrete positive emotions in consumer response to place-of-origin." European Journal of Marketing 54, no. 4 (April 4, 2020): 909–34. http://dx.doi.org/10.1108/ejm-05-2018-0353.

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Purpose The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and discrete emotional episodes, the second highlighting the capability of places to elicit emotions and the third demonstrating the differential impact of discrete emotions on consumer response. Doing so shows that four positive place emotions have a significant and variable influence on consumer purchase intentions for brands originating there. Design/methodology/approach A focus group pilot corroborates that places relate to contentment, enchantment, happiness and pride, which impact consumer response. Study 1 uses landscape photographs to show the four place emotions influence purchase intention for bottled water. Study 2 retests the impact of place emotions, using short vignettes and establishes the moderating role of product hedonic nature. Study 3 replicates emotion effects, corroborating their non-conscious nature and establishing their impact in the presence of place cognitions. Findings Together, the empirical studies provide evidence for effects of four discrete place emotions, especially with hedonic products and under conditions of cognitive load. Effects are robust when a person’s mood, buying volume, category knowledge, impulse buying tendencies and place cognitions are included as controls. Research limitations/implications The study contributes to a better understanding of the emotional dimension of origin effects by adopting a novel, theory-based perspective on discrete positive place emotions impacting consumer response. Practical implications Managers invest substantially in places to elicit positive feelings, gravitating toward the view that all they need to do is create a global positive effect with consumers. The study informs this perspective by demonstrating how discrete emotions influence consumer response. Originality/value This study is among the first to examine discrete positive place emotions as possible drivers of consumers’ purchase intention.
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Haavisto, Piia, and Birgitta Sandberg. "“Man, this frustrates me”: change of consumer emotions in online discussions." Journal of Research in Interactive Marketing 9, no. 1 (March 9, 2015): 70–87. http://dx.doi.org/10.1108/jrim-03-2014-0018.

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Purpose – The purpose of this paper is to analyse how consumer emotions towards innovation change over online discussions. Design/methodology/approach – This is an empirical study based on substantial data collected from 22 discussion forums, of which the ten longest discussions on heart-rate monitors were chosen for further qualitative analysis. Findings – The results show that a variety of consumer emotions can be detected in online discussions. Negative emotions clearly seem to dominate and be generally stronger than those that are positive. The results also show how product, company and behaviour enabled by the product (in this case, training) evoke different emotions in customers. Research limitations/implications – The study focuses only on emotional expressions presented by consumers online. However, the analysis of consumers’ basic emotions, their evolution and grounds can be transferred to other settings in which interaction among customers is studied; for example, in focus group interviews. Practical implications – Results show how negative emotions felt towards a product rapidly tend to extend to anger and frustration targeted at the respective firm. This highlights the importance of company intervention. Originality/value – By analysing the change of emotions longitudinally, the authors are able to show the increase of anger over online discussions. The authors show how the target of emotion changes and how emotions spread from customer to customer.
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Didry, Nico, and Jean-Luc Giannelloni. "Collective emotional dynamics: Perspectives for marketing." Recherche et Applications en Marketing (English Edition) 34, no. 4 (December 2019): 99–124. http://dx.doi.org/10.1177/2051570719887824.

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This article focuses on the emotional dynamics at work in a collective experience. It thus fills a gap in research on emotions in the field of marketing, where emotions are usually tackled from an individual perspective. Its contribution is twofold. First, it draws on a review of the existing literature in psychology, social psychology, and sociology in order to identify, define, and characterize the main concepts related to emotions when they are experienced in a collective context. It also builds on this review by distinguishing the processes of emotional transfer from the collective emotional states that result from these transfers. Second, this article shows that the existing marketing literature almost exclusively addresses these topics through the lens of the buyer–seller dyadic relationship. Finally, it proposes further avenues of research that are focused on integrating collective emotional dynamics into marketing research.
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Tang, Yun-Chia, Yi-Ching Hsieh, and Hung-Chang Chiu. "Purchase decision: does too much choice leave us unhappy?" European Journal of Marketing 51, no. 7/8 (July 11, 2017): 1248–65. http://dx.doi.org/10.1108/ejm-01-2015-0022.

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Purpose The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision paralysis and unhappiness. This article proposes that the desire and motivation to process information vary from person to person, and emotional factors are relevant. Design/methodology/approach With a 2 × 2 experimental design, this study examines the influence of the interaction of choice variety with need for cognition (NFC) on positive and negative emotions, and then tests the mediating effects on purchase intentions. The sample includes 214 college students, assigned randomly to self-assessment questionnaires. Findings Both high NFC respondents in the high variety condition and low NFC respondents in the low variety condition exhibit more positive emotions than low NFC respondents in the high variety condition but not more than high NFC respondents in the low variety condition. Positive (negative) emotions increase (decrease) consumers’ purchase intentions. Research limitations/implications The experiment was conducted in a virtual store, which may not match real-life store environments or reflect participants’ actual purchase behaviours, so additional research should consider the influence of involvement further. Practical implications The results offer suggestions for developing more effective communication with emotions, increasing involvement to maintain consumers’ positive emotions and relieve their confusion, and managing product variety. Originality/value This article meets the identified need to study how choice variety influences consumers’ willingness to purchase from a personal emotion perspective.
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Choi, Nak Hwan, Jae Min Jung, Tamir Oyunbileg, and Pianpian Yang. "The impact of emotional arousal levels and valence on product evaluations." European Journal of Marketing 50, no. 1/2 (February 8, 2016): 78–99. http://dx.doi.org/10.1108/ejm-09-2013-0481.

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Purpose – This paper aims to investigate the moderating roles of emotional arousal levels (elevated vs mild) and emotional valence (positive vs negative) stemming from outcomes of self-regulatory goal pursuit in understanding effectiveness of the product attribute type on product evaluation. Design/methodology/approach – Drawing on the literature on goals, emotions and behaviors, this research advances and tests hypotheses with two studies and an ANOVA. Findings – This study shows that when consumers experience positive emotions stemming from the success of self-regulatory goals (approach vs avoidance), the impact of product attribute type on product evaluations is primarily driven by the emotional arousal levels and that the type of regulatory goals does not matter. In contrast, when consumers experience negative emotions stemming from the failure of goal pursuit, the impact of product attribute type is determined not only by the emotional arousal levels but also by the type of goals. Practical implications – Marketing managers should use appropriate product attributes in advertisements that match with the consumers’ emotional arousal levels, emotional valence and regulatory goals by identifying customers’ specific emotional state and its source. Originality/value – This study shows that emotional valence moderates the impact of emotional arousal levels on the effectiveness of product attribute types in advertisements, and that the regulatory goals as the source of such emotions matter only under the elevated negative emotions. The major contribution of this research is that to understand the impact of emotions stemming from regulatory goal pursuit on product evaluations, not only emotional valence but also emotional arousal levels and regulatory goals should be taken into consideration.
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Maguire, Louise, and Susi Geiger. "Emotional timescapes: the temporal perspective and consumption emotions in services." Journal of Services Marketing 29, no. 3 (May 11, 2015): 211–23. http://dx.doi.org/10.1108/jsm-02-2014-0047.

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Purpose – This study aims to examine how the temporal aspect of service consumption impacts the emotions that are created within consumers during service encounters. Design/methodology/approach – The authors adopted mobile phone or ‘SMS’ diaries to capture the emotions that participants experienced at the very moment they were being felt or ‘in-vivo’. The study included thirteen different services including both ‘brief’ and ‘extended service transactions’. Findings – The study suggests that the temporal perspective is a dominant cause of consumption emotions in services, influencing consumers’ emotions from before the service encounter commences to its conclusion and, in some cases, beyond the conclusion of the service event. Other antecedents of consumption emotions such as interactions with staff and the servicescape are influenced by and interwoven with this temporal aspect. By capturing emotions as they were experienced, recall difficulties that might have been encountered had the emotions been measured retrospectively were eliminated, allowing the researchers to construct a comprehensive account of the chronology and contiguity of the emotions created within consumers during service encounters. Originality/value – Although certain aspects of time such as the consequences of queuing and waiting have been addressed in the services marketing literature, a detailed understanding of how time impacts consumption emotions in services from the start to the conclusion of service encounters has not been undertaken to date. This research addresses that gap by examining how the temporal perspective influences not only consumption emotions in customers per se but how it also influences other causes of consumption emotions that customers encounter during service transactions.
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Molander, Susanna, and Benjamin Julien Hartmann. "Emotion and practice." Marketing Theory 18, no. 3 (February 8, 2018): 371–90. http://dx.doi.org/10.1177/1470593117753979.

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While emotions are a central facet of consumer culture, relatively little is known about how they are tied to the embodied and tacit aspects of everyday living. This article explores how practices organize emotions and vice versa. Pairing Schatzki’s teleoaffective structure with emotions understood as intensities that are deeply inscribed in the structural blueprints of practices, we propose that the organization of emotions and practices is recursive and based on three teleoaffective episodes: anticipating, actualizing, and assessing. To illustrate this, we present an analysis of empirical material from an ethnographic study on mothering. The practice–emotion link we unfold contributes to understanding the operation of emotions in consumer culture by specifying how practices and emotions are co-constitutive. This offers novel insights into the embodied and routinized nature of emotions, illuminates the connection between practices and individuals, and highlights the role of emotions in practice change.
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Dissertations / Theses on the topic "Emotions in marketing"

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Nováková, Michaela. "Emoční marketing a jeho uplatnění v TV reklamě." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359734.

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The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm or reject the hypotesis that given product cathegories use the same emotional appeals. Subsequent research determines, if the emotional appeal is really functional and how the respondents are influenced by TV advertisement.
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Blossom, Dudley. "Theoretical, methodological and analytical methods for exploring emotional episodes: Applications to consumption emotions and emotional satisfaction." Diss., The University of Arizona, 2001. http://hdl.handle.net/10150/279998.

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Research in consumption behavior often assumes emotion to be an antecedent or consequence of consumption rather than an integral part of consumption as it occurs. Psychological approaches to emotion often magnify this issue by using a cognitive model focussed on emotion as an outcome. This paper proposes a conceptualization of emotion as a process and an integral part of the consumption experience, perhaps even the reason for the experience. The focus is not specifically on emotional outcomes and their subsequent impact on behavior but on the process by which we experience emotion in a consumption environment and how that process is affected by emotional antecedents and results in emotional outcomes. Using a process trace method, a means of understanding emotional experiences as they occur is presented. The model is tested using a multilevel analysis method that preserves the time series nature of process measures by modeling at both the individual and group levels.
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Bee, Colleen Claire. "Mixed emotions : what if I feel good and bad? /." view abstract or download file of text, 2005. http://wwwlib.umi.com/cr/uoregon/fullcit?p3190507.

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Thesis (Ph. D.)--University of Oregon, 2005.
Typescript. Includes vita and abstract. Includes bibliographical references (leaves 179-187). Also available for download via the World Wide Web; free to University of Oregon users.
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Hancock, Charles C. "Using images and deep emotions in marketing strategy in higher education." Thesis, University of Derby, 2016. http://hdl.handle.net/10545/622612.

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Purpose – Understanding student value in the Higher Education Sector has traditionally been conceptualised and measured using cognitive indicators, such as the National Student Survey (NSS). This thesis aims to build on the body of literature of service excellence, and alternative market sensing methods, such as the role of images and emotions in determining a deeper level of value for consumers. To apply a market sensing method to understand student value in an ever increasing complex environment, thus enabling a framework to develop differentiation in marketing strategy and communications for a University Business School. Design/methodology/approach – The focus for this inductive study was a Business School in which both undergraduate and post graduate students (n=24) were interviewed at depth, using a photo elicitation methodology based on Zaltman’s Metaphor Elicitation Technique, (ZMET) to explore their relationship with the business school and their real value. The process consisted of the candidate choosing a number of images, in-depth interview and then constructing emotion/value maps to elicit thoughts and feelings of value and relationship with the business school with respect to their stage of the journey. Findings – Results from the study found a number of emerging themes that were more significant at different stages of the transformational student journey. The study found that students resonated with similar images at respective stages of their programmes, and that a deeper level of understanding of the students emotional factors relating to their relationship with both the Business School and University, thus finding that an emotion based methodology was a better predictor of understanding student value, than cognitive measures of satisfaction such as National Student Survey (NSS). The findings from the ZMET based methodology also enabled better differentiation for market strategy, emotion based marketing communication and identified areas of operational process that could be improved through the internal marketing towards the internal customer. Originality/Value – The thesis establishes the need to use emotional depth methodologies when understanding the customer, to create differentiation in market strategy and customer driven market communications. This is the first time a Zaltman based methodology has been used in the UK Higher Education sector, specifically understanding student value. The thesis also contributes knowledge by extending the ZMET methodology with the development of a “Deep Value Mining” (DVM) depth gauge for understanding quality of data obtained through research methodologies understanding customer value. The research also created Emotional Value Maps (EVM) as a construct tool, creating a further extension to the ZMET methodology, to help researchers understand the association between value and emotion on a customer journey enabling the understanding of what’s really important to the participants of the research subject.
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Keenan, John Stephen. "Affective tourism marketing : how and why place marketing companies attempt to elicit hedonic emotions using audio-visual stimuli." Thesis, University of Leicester, 2010. http://hdl.handle.net/2381/8342.

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This thesis reports on research into the measurement of emotion in advertising. Its hypothesis is "the presence of three precognitive stimuli - voice, music and face - in adverts will cause a corresponding emotional effect in viewers‟. This thesis attempts to find a replicable and reliable way of counting the presence of these three stimuli posing a new model of testing adverts for emotional content and responses. The model proposes that adverts are tested from an encoding and decoding perspective and suggests a four-stage process of interview, content analysis, biofeedback test (using electromyography (EMG), heart-rate and skin conductance) and self-report test (using Feeltrace). This model is explained in this thesis then tested using an example of place adverts. Interviewers of some of the encoders of place adverts indicated that eliciting hedonic emotions were one of their aims which was tested by a content analysis which confirmed the presence of voice, music and faces which expressed hedonic emotion. 20 subjects volunteered from the University of Leicester to undergo the biofeedback and self-report experiments, watching 20 adverts for places. The results showed that the stimuli had a hedonic effect on the biological and cognitive aspects of emotion but there was no significant correlation between the level of hedonic stimuli in the adverts and the responses.
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Johansson, Daniel, and Anita Karadza. "Att skapa upplevelser med sinnesmarknadsföring : En fallstudie om Örebro Saluhall." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-29910.

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Gastines, Louis-Jean Macé de. "OMG! Characterizing the role of emotions in the sharing of online commercial videos." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10783.

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Submitted by Louis-Jean de Gastines (lj.degastines@gmail.com) on 2013-04-25T07:48:49Z No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5)
Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2013-04-25T12:26:16Z (GMT) No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5)
Made available in DSpace on 2013-04-25T13:14:38Z (GMT). No. of bitstreams: 1 Emotions and viral videos - LJ de Gastines - vf.pdf: 1615622 bytes, checksum: 9282d09dd6cedfa6ea6976869600e8ad (MD5) Previous issue date: 2013-03-27
Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. Every year sees the breaking of new records for virality. In March 2012, the video 'KONY 2012' calling for united action against the eponym African militia leader, reached over 34,000,000 of views on its first day of launch. In December 2012, the 'Gangnam Style' music video became the first YouTube video to reach over a billion views, totalizing over 1.4 billion views in March 2013. Such illustrations clearly underline the new scale that the internet gave to word-of-mouth sharing. Marketers understood the fantastic lever of viral videos and tried to seize the phenomenon so as to replicate it for business purposes. This research aims at providing insights to academics and marketers on the determinants to online commercial videos sharing. The focus was set more specifically on the role of emotions in the sharing, to identify which emotions lead and how they lead to the sharing of online commercial videos. The research was conducted leveraging two scientific methods, a survey and a text-mining analysis that attributed emotions to comments from the most shared YouTube videos. The research confirms with new means a number of hypotheses previously tested and validated by Academics. It shows that positivity and strength are larger drivers for video sharing than negativity and weakness (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). It also argues that video content as well as its context are very significant determinants of online video-sharing (Laskey et al., 1989; Taylor, 1999). Beyond validating existing theories, the research brought new elements to the table, notably the role of strength/weakness dimension of emotions to analyze virality, and the importance of a clear 'call to action' embedded in the video to boost its sharing. These novel concepts enrich the very quickly evolving literature on the topic and pave the way for further research.
Se tornar viral' é visto pelos comerciantes como o novo Graal para alcançar grandes comunidades online. Neste contexto viral, vídeos têm um papel especial dada a forte capacidade deles de se espalhar exponencialmente pela internet através do compartilhamento social. Cada ano se vê a quebra de novos recordes através deste tipo de viralidade. Em março de 2012, o vídeo 'Kony 2012' envolvendo a ação unida contra o líder de milícia Africano epônimo, atingiu mais de 34 milhões de visualizações em seu primeiro dia de lançamento. Em dezembro de 2012, o vídeo-clipe da música 'Gangnam Style' tornou-se o primeiro vídeo do YouTube a alcançar mais de um bilhão de visualizações, totalizando mais de 1,4 bilhões de visualizações em março de 2013. Tais ilustrações mostram claramente a nova escala que a internet deu ao fenômeno do boca-a-boca. Os comerciantes entenderam o potencial fantástico dos vídeos virais e tentaram aproveitar o fenômeno de modo a reproduzi-lo para fins comerciais. Esta pesquisa oferece para os acadêmicos e os profissionais de marketing uma análise dos determinantes do compartilhamento de vídeos comerciais online. Mais especificamente, o foco da dissertação foi definido sobre o papel das emoções no compartilhamento, para identificar quais delas levam e como levam à partilha de vídeos comerciais online. A pesquisa foi realizada a partir de dois métodos científicos: uma pesquisa e uma análise de texto sobre a atribuição de emoções para comentários dos vídeos mais compartilhados do YouTube. A pesquisa confirma, com novos métodos, hipóteses previamente testadas e validadas por acadêmicos. Ela mostra que a positividade e a força das emoções são determinantes de compartilhamento maiores do que a negatividade e a fraqueza (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). A dissertação também argumenta que o conteúdo do vídeo, bem como o contexto são determinantes significativos de compartilhamento de vídeo (Laskey et al., 1989; Taylor, 1999). Além de validar teorias existentes, a pesquisa trouxe novos conceitos para a discussão, especialmente o papel da dimensão força / fraqueza de emoções para analisar o fenômeno viral, e a importância de uma clara 'chamada à ação' incluída no vídeo para aumentar a sua partilha. Estes novos conceitos enriquecem a literatura do tema – que evolui muito rapidamente – e preparam o caminho para futuras pesquisas.
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Chehayeb, Makarem Suzanne. "Emotions and Cognitions in Consumer Health Behaviors: A Model of Hope and Control Applied to Chronic Illnesses." Diss., Temple University Libraries, 2010. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/96030.

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Business Administration/Marketing
Ph.D.
This dissertation examines the effects of hope and perceptions of control on compliance and satisfaction with medical regimens recommended to patients living with a chronic illness. The present research advances a model that attempts to predict compliance health behaviors and satisfaction with health treatments by incorporating perceptions of control conceptualized using locus of control and self-efficacy, and hope as identified by appraisal theories of emotions and measured using the Herth Hope Index. The proposed model is empirically tested in the context of a lifestyle changing chronic illness: Diabetes Type II. The concept of `perceptions of control' constitutes a central component of most social cognition models and its positive effects on health have been well documented in the literature. However, in health care services, customers experience illness, pain, uncertainty, fear and mainly perceived lack of control. What happens when patients experience loss of control? Does this explain the low compliance levels that we witness today? What if patients experience loss of control, but have high levels of hope? Hope has been associated with higher medical regimen adherence and higher levels of satisfaction. People need hope and manage to have it even in the worst circumstances. In an attempt to answer these questions, the basic premise of the formulation offered here is that the emotion of hope can play an important mediating role between perceptions of control and health behavior and health service evaluation. The empirical findings of this dissertation are mainly based on cross-sectional panel survey data from 222 Diabetes Type II patients, multiple regression analyses, and structural equation procedures following mediation analysis guidelines. The data analyses results from testing three competing models about the dynamics between hope and control support the role of hope as a mediator between perceptions of control dimensions and compliance and satisfaction with the medical treatment. In particular, the results revealed that hope mediates the effects of self-efficacy and doctors health locus of control on compliance and satisfaction. It appears that individuals have higher levels of hope only to the extent that they believe they are capable of performing the actions required by their Diabetes Type II treatment, and/or that their health outcomes are under the control of powerful doctors. These two dimensions of control lead to higher levels of compliance and satisfaction with the treatment regimen through hope. The developed model contributes to transformative consumer research by assisting in solving the challenge of patient compliance with recommended health behaviors. The low levels of compliance across various medical conditions and the increasing rate of people suffering from chronic illnesses constitute pressing research concerns in consumer research. The current research enhances the understanding of compliance behaviors and satisfaction with health services by exploring two of their potential antecedents: hope and perceptions of control; and it represents a step towards enhancing consumer health and well-being.
Temple University--Theses
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Torres, López Fiorella Alexandra, and Castro Carolina Vargas. "La experiencia del consumidor y su relación con la satisfacción en la categoría de restaurantes temáticos." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652976.

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Los restaurantes temáticos son establecimientos que permiten que los clientes puedan experimentar distintas emociones, sentimientos, pensamientos y acciones. Desde la perspectiva de la satisfacción, la variable del marketing experiencial tiene una gran influencia en los consumidores. Puesto que debido a los cinco elementos que tiñen: relevancia, sentidos, emociones, pensamiento y acción, permite diferenciarse un restaurante del otro. Por lo tanto, esta investigación tiene como objetivo analizar cuál de los elementos tiene mayor influencia en la satisfacción de los consumidores. Esta investigación se caracteriza por ser descriptivo cuantitativo y se utilizó un cuestionario con una escala Likert de siete puntos. Para recopilar los datos se utilizó Google Docs en el mes de abril y mayo de 2020.
Themed restaurants are able to allow customers to experience different emotions, feelings, thoughts and actions. From the perspective of satisfaction, the variable of experiential marketing has a great influence on consumers. Since it is due to the five elements that stain: relevance, senses, emotions, thought and action, it makes it possible to differentiate one restaurant from the other. Therefore, this research aims to analyze the elements of the elements that have the greatest influence on consumer satisfaction. This research is characterized by being descriptive quantitative and it is considered a questionnaire with a seven-point Likert scale. To collect the data, consult Google Docs in April and May 2020.
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Almeida, Daniela Ferreira Soares de. ""Validação do estudo "Emoções no comportamento do consumidor: uma aproximação hierárquica" no setor dos vinhos"." Master's thesis, Universidade de Évora, 2013. http://hdl.handle.net/10174/14906.

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Cada vez mais os produtores sentem dificuldade em chamar a atenção do consumidor para o seu produto. Neste trabalho pretende-se validar o estudo Emotions in consumer behavior: a hierarquical approach em Portugal e ao setor dos vinhos. Com este estudo procura-se mostrar que é possível hierarquizar as emoções do consumidor em três níveis: superior (dimensões positivas e negativas),inferior (emoções específicas, definidas com base em Richins, Consumptions Emotion Set (CES)) e intermédio (emoções básicas – quatro negativas e quatro positivas). Desta forma provou-se que na estrutura hierárquica dos vinhos – licoroso e tinto –, os consumidores só identificam os afetos positivos dos negativos, enquanto as emoções do nível intermédio são agrupadas de forma diferente da proposta pelos autores. Com isto podemos concluir que as pessoas conseguem fazer uma distinção ao nível mais abstrato e geral (afeto positivo e afeto negativo); ABSTRACT: Increasingly, producers find it difficult to draw the attention of consumers for their product. This work aims to validate the study Emotions in consumer behavior: a hierarquical approach in Portugal and at the wine sector. This study seeks to show that it is possible to rank the emotions of the consumer in three levels: the top level (positive and negative dimensions), on the lower specific emotions (defined whit based on Richins, Consumptions Emotion Set (CES)) and the intermediate level (basic emotions - four positive and four negative). It is intended to reflect on the importance of emotions in buying decisions and consumption, in particularly wine. It will also check whether the results obtained by the authors for different types of food are confirmed for the wine. With this study it was proved that the hierarchical structure of the wine – liqueur and red –, the consumers only identify the positive affects of negative emotions, while the intermediate level are grouped differently than proposed by the authors. With this we can conclude that the respondents can make a distinction to the more abstract and general level (positive affect and negative affect).
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Books on the topic "Emotions in marketing"

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1954-, O'Shaughnessy Nicholas J., ed. The marketing power of emotion. Oxford: Oxford University Press, 2003.

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Yoon, Carolyn. Tears, cheers, and fears: The role of emotions in advertising. Cambridge, Mass: Marketing Science Institute, 1991.

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International Services Marketing Conference (2002 Brisbane). Proceedings of the International Services Marketing Conference 2002: Emerging issues in services marketing: emotions, e-marketing and encounters : Brisbane, Queensland, Australia 3-5 July 2002. Edited by McColl-Kennedy Janet R. 1958- and Rundle-Thiele Sharyn. St. Lucia, Qld: Graduate School of Management, University of Queensland, 2002.

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Go logo!: 12 keys to creating successful global brands. Beverly: Rockport, 2009.

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The brain sell: When science meets shopping : how the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions and stimulating us to shop. London: Nicholas Brealey Publishing, 2013.

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Bosch, Christian. Emotionen im Marketing: Verstehen, Messen, Nutzen. Wiesbaden: Dt. Univ.-Verl., 2007.

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Yoon, Carolyn. Tears, cheers and fears: The role of emotion in advertising. Cambridge, Mass: Marketing Science Institute, 1991.

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Geursen, Goos. Emoties & reclame: De rol van emoties bij reclameplanning. Leiden: H.E. Stenfert Kroese, 1985.

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Gobé, Marc. Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press, 2009.

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Gobé, Marc. Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press, 2009.

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Book chapters on the topic "Emotions in marketing"

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Stevens, Lorna. "Gender, marketing, and emotions." In The Routledge Companion to Critical Marketing, 415–29. Abingdon, Oxon ; New York, NY : Routledge, 2019.: Routledge, 2018. http://dx.doi.org/10.4324/9781315630526-25.

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Vezyrogianni, Alexandra, and Efharis Mascha. "Art or Society with “Emotions”: Manifestations of Emotions from Ancient Greece to Today." In Strategic Innovative Marketing and Tourism, 147–54. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_17.

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Lin, Meng-Hsien, Samantha N. N. Cross, and Terry L. Childers. "Olfactory Imagery and Emotions: Neuroscientific Evidence." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 617–20. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_226.

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Long-Tolbert, Sylvia, and Tammy Lai. "Brand Emotions: Establishing the Emotional Lexicon in Failed Consumer Relationships: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 683–84. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_186.

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Schneider, Anke, Wilhelm Loibl, and Ann Hindley. "Pictures, colors and emotions." In The Routledge Handbook of Tourism Experience Management and Marketing, 418–27. Abingdon, Oxon ; New York, NY : Routledge, 2020. |Includes bibliographical references and index.: Routledge, 2020. http://dx.doi.org/10.4324/9780429203916-36.

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Rostomyan, Anna. "The Impact of Emotions in Marketing Strategy." In Internationale Trends in der Markenkommunikation, 119–29. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-01517-6_9.

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Filipović, Filip, Luka Baljak, Tamara Naumović, Aleksandra Labus, and Zorica Bogdanović. "Developing a Web Application for Recognizing Emotions in Neuromarketing." In Marketing and Smart Technologies, 297–308. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-15-1564-4_28.

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Bilro, Ricardo Godinho, and Sandra Maria Correia Loureiro. "How can Stimuli and Emotions Help Increase Brand Advocacy." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 375–82. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_101.

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Pons, Frank. "Emotions as Tools: A Conceptual Framework of Consumers’ Use of Emotions in Service Contexts." In New Meanings for Marketing in a New Millennium, 297–98. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11927-4_98.

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Jayaratne, Menuka, Gillian Sullivan Mort, and Clare D’Souza. "Sustainability Living: Role of Emotions (An Abstract)." In Marketing at the Confluence between Entertainment and Analytics, 863. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_174.

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Conference papers on the topic "Emotions in marketing"

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Özmen, Alparslan. "An Emotional Approach to City Branding: Experiential Marketing." In International Conference on Eurasian Economies. Eurasian Economists Association, 2016. http://dx.doi.org/10.36880/c07.01753.

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Nowadays, transportation, communication, technology and scientific developments are rapidly changing all areas. Consumers have been changed by the intensification of rivalry. Businesses have to produce proper products and services by giving more attention to changing consumer demands and needs against this rivalry. So, the experience economy is seen to take the place of the service economy. In this context, marketing strategies rather than selling products and services varies as to ensure consumer experience. Thus, the experience economy is starting with proposing products and services as a theater or visual art. Service here; to put on the stage is to create unforgettable moments and memories for customers. Today consumers are looking for features that address to their emotions and feelings. In this sense, experience takes the place of the functional value by providing mental, emotional, cognitive, behavioral and relational values. Consumption experience, is composing the focal point of the experiential approach, creating fantasies, emotions and entertainment. From this point they entered rivalry and began branding in cities. Therefore, all the dynamics of the city is necessary to make a difference by staging features that the experiential marketing has revealed. With which properties cities must be at the forefront, they should be identified and tried to be marketed. Experiential marketing will create an unforgettable experience by making the biggest help for city branding. By taking experiential marketing, the study will attempt to evaluate its effect to city branding with making conceptual analysis in the theoretical structure framework.
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Horská, Elena, Ľudmila Nagyová, Jakub Berčík, and Vladislav Valach. "ACCENT LIGHTING IN FOOD RETAIL AND CUSTOMER´S EMOTIONS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.08.02.03.

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Badola, Kshitiz, Ajay Joshi, and Deepesh Sengar. "Product Recommendation using Object Detection from Video, Based on Facial Emotions." In 6th International Conference on Signal and Image Processing (SIGI 2020). AIRCC Publishing Corporation, 2020. http://dx.doi.org/10.5121/csit.2020.102006.

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In today’s world, with the increasing demand of products and their growing productivity from producers, customers sometimes failed to decide whether they are interested in buying a particular product or not. So author, here proposed a framework which deals with the buying of only items of interest, for a consumer. In our feature-set, whenever any consumer tends to watch any video from YouTube, it results in breakdown into several frames (frames per second), and from there we use object detection technique to detect each and every object in a particular frame, and then to find whether our consumer is interested in that particular object or not, we use facial emotion detector to check whether our user is happy, surprised, neutral or any other emotion. After viewing those products which are present in a frame of a video. Merging only those items of interest which were tend to fall for consumer’s positive choices (emotions), we then used Amazon online marketing technique to recommend products selected by our framework.
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Lennon, Sharron J., Minjeong Kim, Jaeha Lee, and Kim K. P. Johnson. "EFFECTS OF EMOTIONS AND PERSONALITY ON BLACK FRIDAY MISBEHAVIOR." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.03.06.01.

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Stangl, Barbara, and Thomas Reutterer. "THE MEDIATING ROLE OF EMOTIONS IN A PRICE PROMOTION SETTING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.02.09.01.

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Schaat, Samer, Aleksandar Miladinović, Stefan Wilker, Stefan Kollmann, Stephan Dickert, Erdem Geveze, and Verena Gruber. "Emotion in Consumer Simulations for the Development and Testing of Recommendations for Marketing Strategies." In EMPIRE '15: 3rd Workshop on Emotions and Personality in Personalized Systems 2015. New York, NY, USA: ACM, 2015. http://dx.doi.org/10.1145/2809643.2809649.

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Becker, Lora A., and Atefeh Yazdanparast. "EMOTIONS AND COSMETIC SURGERY MOTIVATIONS ACROSS CULTURES: A NEUROMARKETING INVESTIGATION." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.04.08.02.

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Kumar, Anvita, and George Balabanis. "BRAND PLACEMENT EFFECTIVENESS: EXPLORING THE ROLE OF POSITIVE EMOTIONS AND IMPLICIT ATTITUDES." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.09.01.

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Ohme, Rafal. "REACTION TIME - A FRIENDLY ONLINE TOOL TO MEASURE EMOTIONS OF THUMB GENERATION CONSUMERS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.04.08.03.

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Sinichkina, Olesya Romanovna. "HATING ON THE INTERNET NETWORK AS ONE OF THE CONSEQUENCES OF TECHNOLOGICAL AND INFORMATION PROGRESS." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-375/380.

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According to numerous studies around the world, the Internet is a breeding ground for hatred, aggression, hostility between people and other negative emotions and factors. In this article, we will try to understand how the psychology of Internet hooligans and haters is used in politics, marketing, and also what methods exist for combating and confronting cyber hatred.
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