Relevant bibliographies by topics / Emotional marketing

Contents

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

Academic literature on the topic 'Emotional marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 April 2022

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Journal articles on the topic "Emotional marketing"

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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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Higgins, Leighanne. "Psycho-emotional disability in the marketplace." European Journal of Marketing 54, no. 11 (June 1, 2020): 2675–95. http://dx.doi.org/10.1108/ejm-02-2019-0191.

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Purpose Through adoption of the psycho-emotional model of disability, this study aims to offer consumer research insight into how the marketplace internally oppresses and psycho-emotionally disables consumers living with impairment. Design/methodology/approach This paper draws insight from the interview data of a wider two-year interpretive research study investigating access barriers to marketplaces for consumers living with impairment. Findings The overarching contribution offers to consumer research insight into how the marketplace internally oppresses and psycho-emotionally disables consumers living with impairment. Further contributions offered by this paper: unearth the emotion of fear to be central to manifestations of psycho-emotional disability; reveal a broader understanding of the marketplace practices, and core perpetrators, that psycho-emotionally disable consumers living with impairment; and uncover psycho-emotional disability to extend beyond the context of impairment. Research limitations/implications This study adopts a UK-only perspective. However, findings uncovered that the model of psycho-emotional disability has wider theoretical value to marketing and consumer research beyond the context of impairment. Practical implications The insight offered into the precise marketplace practices that disable consumers living with impairment leads this paper to call for a revising of disability training within marketplace and service contexts. Originality/value Extending current consumer research and consumer vulnerability research on disability, the empirical adoption of the psycho-emotional model of disability is a fruitful framework for extrapolating insight into marketplace practices that internally oppress and psycho-emotionally disable consumers living with impairment.
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Zhao, Junjie, Pingshui Wang, and Peigang Liu. "Research on User Emotion Marketing in Internet Environment." Business, Management and Economics Research, no. 74 (December 19, 2021): 120–24. http://dx.doi.org/10.32861/bmer.74.120.124.

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Emotional marketing is consistent with the trend of "product-centered" to "user-centered" marketing. In the past, marketing was more concerned about the function of products. Now, it is based on users’ emotions and humanistic care to achieve marketing purposes. According to data, more than 80% of purchases are based on emotional emotions rather than rational logic, and most purchases are triggered by emotions. Users also have different reactions to marketing information under different emotions. The emotional response degree of female customers is stronger than that of male customers in both positive and negative states. If you can sense whether the user is in a positive or negative emotional state, then consider whether to promote or not, otherwise little effect.
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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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Tri Kurniawati, Desi, Nadiyah Hirfiyana Rosita, and Rila Anggraeni. "The role of emotional marketing and UTAUT on donation intention through social media." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 1 (February 11, 2021): 38–46. http://dx.doi.org/10.20525/ijrbs.v10i1.1026.

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Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing.
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Mogaji, Emmanuel, Barbara Czarnecka, and Annie Danbury. "Emotional appeals in UK business-to-business financial services advertisements." International Journal of Bank Marketing 36, no. 1 (February 5, 2018): 208–27. http://dx.doi.org/10.1108/ijbm-09-2016-0127.

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Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.
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Yang, Defeng, Hao Shen, and Robert S. Wyer. "The face is the index of the mind: understanding the association between self-construal and facial expressions." European Journal of Marketing 55, no. 6 (January 26, 2021): 1664–78. http://dx.doi.org/10.1108/ejm-03-2019-0295.

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Purpose This study aims to examine the relationship between consumers’ emotional expressions and their self-construals. The authors suggest that because an independent self-construal can reinforce the free expression of emotion, the expression of extreme emotions is likely to become associated with feelings of independence through social learning. Design/methodology/approach The paper includes five studies. Study 1A provided evidence that priming participants with different types of self-construal can influence the extremity of their emotional expressions. Study 1B showed that chronic self-construal could predict facial expressions of students who were told to smile for a group photograph. Studies 2–4 found that inducing people to either manifest or to simply view an extreme facial expression activated an independent social orientation and influenced their performance on tasks that reflect this orientation. Findings The studies provide support for a bidirectional causal relationship between individuals’ self-construals and the extremity of their emotional expressions. They show that people’s general social orientation could predict the spontaneous facial expressions that they manifest in their daily lives. Research limitations/implications Although this research was generally restricted to the effects of smiling, similar considerations influence the expression of other emotions. That is, dispositions to exhibit extreme expressions can generalize over different types of emotions. To this extent, expressions of sadness, anger or fear might be similarly associated with people’s social orientation and the behavior that is influenced by it. Practical implications The paper provides marketing implications into how marketers can influence consumers’ choices of unique options and how marketers can assess consumers’ social orientation based on their observation of consumers’ emotional expressions. Originality/value To the best of the authors’ knowledge, this research is the first to demonstrate a bidirectional causal relationship between individuals’ self-construals and the extremity of their emotional expressions, and to demonstrate the association between chronic social orientation and emotional expression people spontaneously make in their daily lives.
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Umasuthan, Hamsanandini, Oun-Joung Park, and Jong-Hyun Ryu. "Influence of empathy on hotel guests’ emotional service experience." Journal of Services Marketing 31, no. 6 (September 11, 2017): 618–35. http://dx.doi.org/10.1108/jsm-06-2016-0220.

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Purpose The purpose of this study is to assess the comparative influence of two empathy dimensions (cognitive and emotional attributes) on emotional service experience and behavioral intention among business and leisure hotel guests. Studies relevant to empathy dimensions are relatively scarce in tourism and hospitality. Design/methodology/approach The current study reviewed the concepts of empathy, and empirically compared perceptions of empathy attributes between the two groups. The survey was intended to examine how well the hotel employees emotionally handle hotel guests’ incidents or inquiries related to any discomforts through personalized attention. The data were collected from 330 hotel guests who had actually complained about service failures while staying at the hotel during the record-breaking summer of 2013 in terms of number of visitors to Jeju. An active empathetic listening (AEL) tool has been taken to measure the hotel guest’s cognitive views and behavioral intentions, as well as emotional empathy measures under the empathic concern and emotional contagion. Findings The results revealed that empathetic dimensions strongly influenced the service experiences of hotel guests. While the emotional service experience of business guests was almost completely determined by the cognitive empathy, the emotional service experience of the leisure guests was mainly governed by the emotional empathy. Practical implications These outcomes suggest that the empathetic services through a “purpose of visit”-oriented manner might enhance the guest’s overall emotion positively. Originality/value According to the prior literatures and empirical findings in hospitality and tourism, empathy can be seen as subscale in SERVQUAL instrument. This paper focus on insights of empathy dimensions, and it was revealed that the interaction of both the cognitive and emotional dimensions of empathy conjointly determines the overall emotional service experience and intention of hotel guests.
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Kemp, Elyria, Elten Briggs, and Nwamaka A. Anaza. "The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand." European Journal of Marketing 54, no. 7 (May 14, 2020): 1609–40. http://dx.doi.org/10.1108/ejm-09-2018-0653.

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Purpose Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process. Design/methodology/approach In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel. Findings Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising. Research limitations/implications This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making. Practical implications These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization. Originality/value B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.
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Gould, B. "Emotional capital and internal marketing." Antidote 3, no. 8 (December 1998): 34–37. http://dx.doi.org/10.1108/eum0000000006613.

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Dissertations / Theses on the topic "Emotional marketing"

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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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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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Alaverdyan, Zarzand. "Emotional aspect of branding in b2b marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76137.

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In today's world where it is becoming ever trickier to differentiate one product from another, it is even more significant to have the support of an influential brand. Obvious definitions of brand strategy are a foundation for successful management. Keeping in mind that the most ignored marketing opportunity in the Business to Business arena is the formation of a strong brand show the way to the requirement to have a clear basis for distinction. The significance of a categorization outside the B2B and B2C dichotomy is that it better explains the difficulty in the world of brands, as well as that it aids in perceiving the mutual dependence of different types of brands. It proves the extent at which brands in the shape of ingredient brands, corporate brands or mixed up B2C and B2B brand affecting the final end user and how that in its turn can have an influence on the starting point of the chain. While professionals are taught to make their managerial decisions based on a rational basis, professionals are human too and humans don't have the habit leave their emotions at elsewhere when they go to work.
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Bilotti, Katie. "Emotional Brand Attachment: Marketing Strategies for Successful Generation." Scholarship @ Claremont, 2011. http://scholarship.claremont.edu/cmc_theses/273.

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Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and Nike, Inc. Although the means were different, both companies successfully generated emotional brand attachment between their products and modern consumers.
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Bae, Su Yun. "A Role for Emotion in Social Influences on Ambivalence: Emotional Intelligence and Agreement Effects on Subjective Ambivalence." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1503070076203553.

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Park, Hyeyoung Helen. "Determinants on Mechanism of Emotional Marketing| Emotional Intelligence, Perception of Emotional Labor' Action, Efficacy and Customer' Coping Strategy on Customer Satisfaction." Thesis, Oklahoma State University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3598952.

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This study was to examine to identify the determinants on mechanism of emotional marketing in the restaurant business. The previous studied mostly examined to find out the service failure from the service qualities by service employees and by the service facilities. Limited studies were conducted to identify the service failure based on the emotional relationships among customers' emotional intelligence, and interactions to recover service failure from emotional labors as well as from customers.

The purposes of this study were conducted three steps. First, this study examined to identify how different characteristics of customer' characteristics of emotional intelligence such as perceiving emotion, social management, understanding emotion, use of emotion, and managing emotion can interact with 1) customer' perception on emotional labor' acting-out (deep and superficial), 2) customer' efficacy (for self and for other), 3) customer' coping strategy (emotional coping focus and problem coping focus) under unexpected service failure circumstances. Secondly, these three major theoretical constructs were tested to identify the statistical associations with customer' participation and satisfaction. Lastly, the group differences were conducted to test the mean differences between gender in customer' emotional intelligence, ethnicity, nationality and interactions between ethnicity and nationality.

The total of 598 responses was used for the group differences and the final structural equation modeling. Independent samples t-test was used to identify the mean differences between gender, and the Multivariate Analysis of Variance (MANOVA) was conducted to test the vector differences between the two ethnicity groups and nationality origins from the western countries and the eastern countries.

The findings from the group differences explained 1) customer' emotional intelligence has statistical differences between male and female customers, 2) customer' EI had significant meanings in the vector differences among ethnicity, nationality, and interactions of ethnicity and nationality between the western countries and eastern countries. The comparative fit index of the final competing structural model was 0.918, RMSEA = 0.059, thus the overall SEM fit indices were over the cut-off of the powerful model fits. Thus, the this study identified the determinants on mechanism of emotional marketing using the theoretical constructs of EI, emotional labor's action, customer efficacy, coping strategy on customer satisfaction under unexpectedly encountered service failure and the interactions among emotional changes in the service recovery from emotional labors as well as customers. This study contributes to establish theory on how customer' different characters of the EI can associate with different emotional constructs in this studies for hospitality, tourism and service oriented industries.

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Mitchell, Lorianne D. "Emotional Reactions to Organizational Change." Digital Commons @ East Tennessee State University, 2013. https://dc.etsu.edu/etsu-works/3052.

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Hedgren, Vickie, and Angelica Persson. "Swedish consumers say: -" Subliminal marketing is smart marketing!"." Thesis, Högskolan i Halmstad, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29814.

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Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, and whether it is ethically acceptable. This will be carried out by examining the two following research questions: 1. What marketing methods aimed at building a psychological connection with the consumer are ethically acceptable and in what areas of marketing or situations? 2. Is it ethical to use subliminal marketing for a cause-related brand, a luxury brand or aimed at a specific income group? We will further examine theories and studies done over the years as well as carry out our own to come up with our conclusions. Frame of Reference: We start of by presenting overall theories regarding subliminal advertising which leads us to various breakdowns such as psychology, primal instincts, subliminal techniques, ethics, causerelated marketing, high- and low end consumers. Methodology: The dissertation is based on a combination of quantitative and qualitative studies. We conducted one survey with 200 respondents and two interviews with marketers. We bring up the importance of validity, reliability, generalizability, carefulness and criticism. Empirical Framework: We will present the collected data from the performed online survey as well as the information from the two personal interviews. Conclusion: Swedish consumers have a high level of ethical acceptance when it comes to marketing that is meant to create a psychological connection. The conclusions made are that 1. Out of the 14 methods we chose to include in our dissertation, 12 of them had a high level of ethical acceptance; subliminal messages in fashion advertising and in an active situation is ethical 2. It is more unethical if a good-cause company uses subliminal marketing than if a luxury brand uses it.
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Alt, Melanie. "Emotional Responses to Color Associated with an Advertisement." Bowling Green State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1206377243.

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Spratt, Ashley Price. "Green with emotion the effect of negative emotional appeal intensity on cognitive processing of environmental PSAs /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5680.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Vita. Includes bibliographical references.
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Books on the topic "Emotional marketing"

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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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Fukuda, Shuichi. Emotional Engineering vol. 2. London: Springer London, 2013.

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

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Design Management Institute (Boston, Mass.), ed. Brandjam: Humanizing brands through emotional design. New York: Allworth Press, 2007.

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Seminars, the emotional dynamic: Advanced presentation skills for financial professionals. McMinnville, TN: Creative Image, 1996.

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Michelle, Helin, ed. Why customers really buy: Uncovering the emotional triggers that drive sales. Franklin Lakes, NJ: Career Press, 2009.

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Loveworks: How the world's top marketers make emotional connections to win in the marketplace. Brooklyn, N.Y: powerHouse Books, 2013.

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Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Beverly, MA: Rockport Publishers, 2007.

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Marc Gobé and Joël Desgrippes on emotional brand experience. Beverly, MA: Rockport Publishers, 2007.

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Book chapters on the topic "Emotional marketing"

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Batat, Wided. "Emotional touchpoints." In Experiential Marketing, 183–92. Abingdon, Oxon ; New York, NY : Routledge, 2019.: Routledge, 2019. http://dx.doi.org/10.4324/9781315232201-9.

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Hermann, Julia. "Emotional Ethnic Marketing." In German-Turkish Perspectives on IT and Innovation Management, 463–83. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-16962-6_28.

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Aksoy, Lerzan, Timothy L. Keiningham, Alexander Buoye, and Joan Ball. "The Emotional Engagement Paradox." In Customer Engagement Marketing, 293–305. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-61985-9_13.

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Hutter, Katharina, and Stefan Hoffmann. "Emotional Mapping als grafisches Kontrollinstrument." In Professionelles Guerilla-Marketing, 165–72. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_13.

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Ingwer, Mark. "The Hidden Emotional Needs behind Our Decisions." In Empathetic Marketing, 7–24. New York: Palgrave Macmillan US, 2012. http://dx.doi.org/10.1007/978-1-137-51200-0_2.

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Navarro, Andres, Catherine Delevoye, and David Oyarzun. "Emotional Platform for Marketing Research." In Smart Innovation, Systems and Technologies, 491–501. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-39345-2_43.

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Hansen, Flemming. "Emotional Responses to Marketing Communication." In Handbuch Kommunikation, 559–89. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8078-6_27.

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Horňák, Pavel. "Humour—The Strongest Emotional Appeal in Advertising." In Strategic Innovative Marketing, 259–64. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_33.

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Bang, Hyejin, Dongwon Choi, and Dooyeon Park. "Examining Emotional Blunting Phenomenon in Advertising: An Abstract." In Creating Marketing Magic and Innovative Future Marketing Trends, 133. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_27.

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Correia, Joana Sampaio, and Dora Simões. "Are Colors Emotional Triggers in Digital Branding?" In Marketing and Smart Technologies, 617–30. Singapore: Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-9268-0_52.

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Conference papers on the topic "Emotional 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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Liu, Yilan. "Emotional Impact of Marketing Account on Public." In 2nd International Conference on Language, Art and Cultural Exchange (ICLACE 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210609.043.

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Sliburytė, Laimona, and Jérémy Le Ny. "The Influence of Sensory Marketing: a Study of Atmospheric Factors and Consumer Response." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.109.

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This paper focuses on the sensory marketing that wants to be a marketing tool which influences the mood and consumer behavior. The consumer is not looking only for buying a product or a service alone, but he is seeking an emotional and unique experience around what he buys. In line with previous studies, our survey study reveals how consumers evaluated the atmosphere of restaurants through the cognitive and emotional reactions. A synergy makes the internal response (cognitive and/or emotional) of the customer-facing the stimuli of the atmosphere, superposition of the four senses (sound, sight, touch, smell). According to our survey results, this research highlights the importance of recognizing that the stimuli of the atmosphere of the point of sales influence to emotional (feel more pleasure) and cognitive (perceive a better quality) responses of the customer through the experience of the sensory marketing.
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Huang, Yasi, Yazhao Huang, and Pengcheng Li. "Research on Emotional Marketing and Copywriting of NetEase Cloud Music." In 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211020.280.

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Ditta-apichai, Morakot, Ulrike Gretzel, and Uraiporn Kattiyapornpong. "DAILY DEALS CONSUMPTION: A ROLLER COASTER OF EMOTIONAL EXPERIENCES." 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/gmc2014.02.03.03.

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LUO, SHU-YUN, and JUN-TAO XIAO. "MARKETING STRATEGY RESEARCH IN CONSUMER PSYCHOLOGY." In 2021 International Conference on Management, Economics, Business and Information Technology. Destech Publications, Inc., 2021. http://dx.doi.org/10.12783/dtem/mebit2021/35651.

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As individuals lead their lives, they purchase different items and services to fill various needs. customer psychology has made efforts to investigate why individuals buy things using cognitive ideas to comprehend the elements that impact their practices. Understanding their psychology will explain the elements that influence shoppers’ conduct concerning inspiration and emotional cycle while giving organizations the knowledge of why individuals choose to purchase such particular product. Moreover, comprehending consumers’ reasons and impulses to consume certain products helps producers make more efficient marketing strategy to attract their target consumers more easily. This research indicates how understanding consumer psychology helps more efficient and attractive marketing strategy in some ways and how such marketing psychology amplifies its attractiveness and influence through social media in recent days.
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Tavakoli-Targhi, P., and Y. Gholipour-Kanani. "Priority investment components of emotional intelligence effective on marketing with AHP method." In 2014 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2014. http://dx.doi.org/10.1109/ieem.2014.7058620.

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Xia, Wang, and Kaderya Arken. "Consumer Scene Interactive Social Emotional Marketing: The Triple Dimension of Webcasting with Goods." In 2021 International Conference on Social Development and Media Communication (SDMC 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220105.223.

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Arafat, Sheikh Mohammad, Rifatul Islam, Ishraque Arefin Rafi, Md Rashedul Islam, and Md Golam Rabiul Alam. "Predicting Effectiveness of Marketing through Analyzing Emotional Context in Advertisement using Deep Learning." In 2021 IEEE Asia-Pacific Conference on Computer Science and Data Engineering (CSDE). IEEE, 2021. http://dx.doi.org/10.1109/csde53843.2021.9718411.

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Ha, Ji Hyun, and Jee Hyun Lee. "THE GUIDELINE DEVELOPMENT FOR THE SUSTAINABLE FASHION DESIGN PROCESS BASED ON EMOTIONAL DURABILITY." 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/gmc2016.11.06.02.

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