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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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Gladson Nwokah, N., and Augustine I. Ahiauzu. "Emotional intelligence and marketing effectiveness." Marketing Intelligence & Planning 27, no. 7 (October 23, 2009): 864–81. http://dx.doi.org/10.1108/02634500911000199.
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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "Emotional Intelligence in Marketing Exchanges." Journal of Marketing 75, no. 1 (January 2011): 78–95. http://dx.doi.org/10.1509/jm.75.1.78.
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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "Emotional Intelligence in Marketing Exchanges." Journal of Marketing 75, no. 1 (January 2011): 78–95. http://dx.doi.org/10.1509/jmkg.75.1.78.
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Ilicic, Jasmina, and Stacey M. Brennan. "Shake it off and eat less: anxiety-inducing product packaging design influences food product interaction and eating." European Journal of Marketing 56, no. 2 (January 20, 2022): 562–83. http://dx.doi.org/10.1108/ejm-01-2021-0038.
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Purpose This research aims to introduce an anxious product-shaking effect, whereby consumers regulate the emotion of anxiety (i.e. anxious, nervous and jittery) elicited through product packaging design by shaking a product, which decreases eating intentions and behavior. Shaking product interaction as a result of anxiety-inducing product packaging design is introduced as a strategy to counter emotional eating, as an effective preventive measure of obesity. Design/methodology/approach Three laboratory studies (Studies 1–3) and one online study (Study 4) are conducted. Study 1 examines the effect of anxiety-inducing product packaging design on product interaction (i.e. shaking vs pouring). Study 2 investigates whether product shaking is a form of emotional regulation to anxiety-inducing product packaging design. Study 3 explores the effect of emotional regulation suppression (i.e. pouring) and facilitation (i.e. shaking) on eating behavior. Study 4 examines the moderating role of phobia severity on the effect of anxiety-inducing product packaging on emotional regulation and the downstream consequences on eating intentions. Findings Results demonstrate that the presence of anxiety-eliciting product packaging design results in shaking of the product (Study 1) as a form of emotional regulation (Study 2). Results from Study 3 find that emotional regulation facilitation (i.e. shaking) decreases eating, while emotion regulation suppression (i.e. pouring) increases eating. Results of Study 4 show that when exposed to anxiety-inducing product packing design, those with low phobia severity are less likely to regulate their emotions, which subsequently increases their eating intentions. Research limitations/implications This research is limited as it focuses only on product interaction and consumption of food products. Practical implications This research has important implications for marketers and product managers, as well as public policymakers, in encouraging responsible consumption behaviors in consumers. Marketing, product managers and policymakers should consider packaging design to introduce anxiety-inducing imagery on the packaging itself as a way to encourage shaking emotional regulation and to reduce eating, especially of unhealthy foods such as confectionary. Originality/value This research introduces and provides evidence of an anxious product-shaking effect that can reduce consumption of unhealthy food products. Anxiety-inducing packaging design strategy results in the emotional regulation of product shaking, which can reduce eating intentions and behavior.
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Likarchuk, Nataliia, Olha Andrieieva, Daria Likarchuk, and Andrii Bernatskyi. "Impression Marketing as a Tool for Building Emotional Connections in the Public Administration Sphere." Studies in Media and Communication 10, no. 1 (January 25, 2022): 9. http://dx.doi.org/10.11114/smc.v10i1.5463.
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Marketing is an extremely dynamic and intensive phenomenon, and the transformations taking place in the modern market paradigm cause the emergence of impression marketing in different spheres including the political one. This article is aimed at the analysis of the marketing of impressions as a tool in the political sphere. Emotions that influence making decisions were identified. Ukrainian post-Maidan society was studied and the population reaction to President V. Zelensky’s emotional style of communication was analysed. As the result of the study, it was found that emotional marketing affects a person’s feelings, their emotional state and is associated with the creation of positive associations. It can be stated that modern politics is characterized by components of attraction, theatricality, entertainment. Action management in Ukrainian political space is studied and such examples as speeches by politicians, parliamentary sittings, arrests and searches of businessmen are provided. The general perception of the president was evaluated and it was found that the emotional feelings of the population are almost polar. It was concluded that emotions are an indicator of the political situation in the country and in Ukraine, in the political sphere, fear is one of the decisive emotions which, in particular, plays a mobilizing role. Thus, impression marketing is a powerful tool for adjusting the electorate to the emotional rhythm of information perception.
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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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Üzümcü, Tülay Polat, Ayşe Günsel, and Adem Yavaş. "The consequences of internal marketing activities on emotional labor in tourism industry." Journal of Human Sciences 14, no. 2 (May 23, 2017): 1909. http://dx.doi.org/10.14687/jhs.v14i2.4580.
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In today`s globalized business environments the road to survival and success is through customer satisfaction. Particularly for the service companies, employees are also required to show emotional labor in the service delivery in addition to their physical performance based on the fact that customer satisfaction is directly related to the emotions displayed by employees. Canalizing employees to perform emotional labor is an important issue. Here, the internal marketing practices emerge as a managerial tool. Accordingly employees perceptions towards internal marketing practices that are considered to have important consequences on companies, and the way internal marketing practices affect employees ‘emotional labor behavior are the matters of concern. The purpose of this study is to examine how internal marketing activities in tourism enterprises affect the behavior of emotional labor of the staff working in tourism enterprises. In this study, the effects of internal marketing activities on to the behavior of emotional labor of employees were examined. The survey was conducted on 136 employees working in hotel businesses operating in the Kocaeli province tourism sector and the hypotheses developed to investigate whether the internal marketing policies applied by hotel operators affect the behavior of emotional labor and the hypotheses developed for this purpose were tested with structural equation model as the SmartPLS 2.0. The literature of the study as conceptually has been extensively reviewed and after the analysis the findings of the research have been interpreted according to the literature. Findings show that internal marketing practices are positively and significantly related to surface acting and deep acting. Moreover, findings do not provide any empirical evidence to support the direct relationship between internal marketing practices and emotional mismatch. In addition to that, in the study some issues such as the importance of emotional labor for tourism enterprises and the relationship between the practices of internal marketing and emotional labor are discussed and suggested
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Clauzel, Amélie, Nathalie Guichard, and Coralie Damay. "Exploring emotional traces in families’ recollection of experiences." Qualitative Market Research: An International Journal 23, no. 1 (January 30, 2020): 21–45. http://dx.doi.org/10.1108/qmr-07-2018-0076.
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Purpose From experiences recollections, this study aims to explore the place of emotions in the souvenir’s step of the family consumption process of luxury hotels stays. Design/methodology/approach To explore the emotional dimension, this exploratory research is based on a triple qualitative approach (software, manual and a psychology-based approach). In total, 1,055 e-reviews, following a family stay in four- and five-star hotels, were collected. Findings The findings highlight an omnipresent emotional dimension in the recollections of experiences of consumers who have travelled with their families. These emotional traces differ according to the hotel’s positioning. Overall, positive emotions are much more prominent in the most luxurious hotels, while negative emotions are more related to the four-star hotels. Moreover, the four-star hotels reviews mainly associate emotions with the tangible aspects of the offer. Those in five-star hotels are more structured through intangible aspects. Research limitations/implications The study of family decision-making dynamic, with a focus on the role of each family member, is a first perspective. That of experiences recollections apart from the digital approach is also to be considered. Practical implications On the one hand, the objective is to extend the literature about the role of emotions in a service consumption process, and especially in a family context, trying to understand the post-purchase step of these customers. On the other hand, it is interesting for hotel managers to identify to which aspects of the offer (e.g. comfort, room, catering, decoration) the emotional traces that have remained in the customers’ memory are associated. Originality/value This study considers the family unit in a new way, that of its emotional memories’ traces of luxury hotels experiences. The post-consumer stage of the purchase process based on many spontaneous online reviews analysis is investigated.
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Alhamad, Ibrahim Abdullah. "The Role of Emotional Marketing and eWOM in Sustaining Competitive Advantage in the Digital Era: A Dynamic Capabilities-Based Strategic Framework." Revista Amazonia Investiga 11, no. 51 (April 20, 2022): 281–90. http://dx.doi.org/10.34069/ai/2022.51.03.28.
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Emotional marketing has become a paradigm shift for businesses' survival and success in today's competitive environment, as it enables them to build customer loyalty and increase sales. In today's digital age, electronic word of mouth (eWOM) is a potent tool that customers can use to communicate their emotions to a large audience. Thus, managing customer emotions can pay off handsomely for businesses, as eWOM can rapidly spread positive emotions to a large audience. However, the business environment of the twenty-first century is uncertain and complex, necessitating the development of dynamic capabilities to respond to impending change. This research combines three contemporary streams of thought, namely emotional marketing (as sensing capability), eWOM (as seizure capability), and dynamic capabilities (as to respond capability). As a result, the study develops a dynamic capabilities-based strategic framework that demonstrates the critical role of emotional marketing and eWOM in a firm's capability to sustain its competitive advantage in the digital era. Furthermore, the research suggests that the proposed EM-WOM-DC strategic framework for sustainable competitive advantage strengthens the relationship between emotional marketing and sustainable competitiveness and the relationship between eWOM and sustainable competitiveness.
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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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Shahzad, Muhammad Faisal, Muhammad Bilal, Jin Xiao, and Tahir Yousaf. "Impact of smartphone brand experience on brand equity." Journal of Islamic Marketing 10, no. 2 (June 10, 2019): 440–64. http://dx.doi.org/10.1108/jima-04-2017-0045.
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Purpose The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data. Findings The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users. Research limitations/implications Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study. Practical implications This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product. Originality/value This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.
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Marciszewska, Barbara. "Emotional arts marketing — creating tourist value." Tourism Review 60, no. 3 (March 2005): 29–34. http://dx.doi.org/10.1108/eb058459.
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Durkin, Mark, Seamas McKenna, and Darryl Cummins. "Emotional connections in higher education marketing." International Journal of Educational Management 26, no. 2 (February 17, 2012): 153–61. http://dx.doi.org/10.1108/09513541211201960.
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Ilicic, Jasmina, Stacey Baxter, and Alicia Kulczynski. "Pseudohomophones as brand names." European Journal of Marketing 52, no. 9/10 (September 10, 2018): 1909–30. http://dx.doi.org/10.1108/ejm-07-2017-0485.
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Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.
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김지아나 and 설종원. "Study on Efficacy of Descartes Marketing in Emotional Marketing Strategy." Journal of Digital Design 9, no. 2 (April 2009): 75–83. http://dx.doi.org/10.17280/jdd.2009.9.2.008.
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G. Tombs, Alastair, Rebekah Russell-Bennett, and Neal M. Ashkanasy. "Recognising emotional expressions of complaining customers." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1354–74. http://dx.doi.org/10.1108/ejm-02-2011-0090.
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Purpose – This study aims to test service providers’ ability to recognise non-verbal emotions in complaining customers of same and different cultures. Design/methodology/approach – In a laboratory study, using a between-subjects experimental design (n = 153), we tested the accuracy of service providers’ perceptions of the emotional expressions of anger, fear, shame and happiness of customers from varying cultural backgrounds. After viewing video vignettes of customers complaining (with the audio removed), participants (in the role of service providers) assessed the emotional state of the customers portrayed in the video. Findings – Service providers in culturally mismatched dyads were prone to misreading anger, happiness and shame expressed by dissatisfied customers. Happiness was misread in the displayed emotions of both dyads. Anger was recognisable in the Anglo customers but not Confucian Asian, while Anglo service providers misread both shame and happiness in Confucian Asian customers. Research limitations/implications – The study was conducted in the laboratory and was based solely on participant’s perceptions of actors’ non-verbal facial expressions in a single encounter. Practical implications – Given the level of ethnic differences in developed nations, a culturally sensitive workplace is needed to foster effective functioning of service employee teams. Ability to understand cultural display rules and to recognise and interpret emotions is an important skill for people working in direct contact with customers. Originality/value – This research addresses the lack of empirical evidence for the recognition of customer emotions by service providers and the impact of cross-cultural differences.
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Vrtana, David, Anna Krizanova, Eva Skorvagova, and Katarina Valaskova. "Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal." Sustainability 12, no. 19 (October 8, 2020): 8287. http://dx.doi.org/10.3390/su12198287.
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The correlation and perception of advertising on adolescents have been shown to be a key factor in the survival of subjective emotional states. In this research, we map the affective level in relation to emotions in the context of assessing the marketing advertisement “Man on the Moon” by John Lewis company. We assess how an emotional appeal affects adolescents in various areas of the Slovak Republic, following several crucial demographic features of respondents. We examined the affective level by means of a psychodiagnostic tool in the form of a standardized tool of the scale of subjective emotional habitual well-being. To measure the emotional component of subjective well-being, we used descriptive words that expressed experienced emotions and feelings. From the collected data, we determined the frequency of positive and negative mood and verified the dependence between the variable region and emotion. We used Pearson’s chi-square test. When evaluating the data, we found dependencies between the categorical variable region and emotion. We did not find a relationship between the variable gender and emotion. The geographical division within the national market has an impact on the experience of positive and negative emotions when looking at advertising with an emotional appeal to the story.
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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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Alsharif, Ahmed H., Nor Zafir Md Salleh, and Rohaizat Baharun. "Neuromarketing: Marketing research in the new millennium." Neuroscience Research Notes 4, no. 3 (September 14, 2021): 27–35. http://dx.doi.org/10.31117/neuroscirn.v4i3.79.
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Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). This study analyzes the relevant literature and sheds light on the triune brain of humans, the dimensions of NM such as emotion, attention, and memory. Currently, emotional and cognitive processes have remarkably received attention from academic and industrial environments. Thus, NM presents unrivalled possibilities to record the activity regions in consumers' brains and provide precise information about which neurons are active when consumers are exposed to marketing stimuli. To best our knowledge, this will aid in shaping and understanding the central theme and set the future research directions for the 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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Matute, Jorge, Ramon Palau-Saumell, and Giampaolo Viglia. "Beyond chemistry: the role of employee emotional competence in personalized services." Journal of Services Marketing 32, no. 3 (May 14, 2018): 346–59. http://dx.doi.org/10.1108/jsm-05-2017-0161.
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Purpose This paper aims to investigate how employees’ emotional competences affect customers’ responses in the context of emotional-driven and personalized services. Specifically, it proposes a model to analyze the influence of employees’ emotional competence on rapport, trust and loyalty toward the service employee and the company. Design/methodology/approach The empirical context to validate the proposed theory is the fitness realm. The sample comprises 296 clients from fitness personal training services. Data collection was carried out by means of personal surveys in three relevant fitness clubs in the city of Barcelona (Spain). The study uses partial least squares to test and validate the proposed theoretical model. Findings Employee emotional competence (EEC) directly affects personal loyalty, trust toward the service employee and rapport. However, higher levels of emotional skills are not significantly associated with loyalty toward the company. The results also suggest that trust significantly enhances loyalty. Interestingly, high levels of rapport between the service worker and the employee could even damage the level of loyalty toward the company. Originality/value Prior research documents that emotional intelligence enhances diverse positive customer outcomes, especially in emotionally charged interactions. Nonetheless, few studies have focused on analyzing how customers’ perceptions about services employees’ emotional skills are determining their attitudes and behavioral intentions. This study provides evidence on employee’s influences on consumer behaviors and outcomes, with a specific focus on EEC. It also sheds light on the unintuitive impact of customer employee rapport on loyalty toward the company.
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Lapierre, Matthew Allen. "Emotion regulation and young children’s consumer behavior." Young Consumers 17, no. 2 (June 20, 2016): 168–82. http://dx.doi.org/10.1108/yc-11-2015-00566.
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Purpose This paper aims to explore how children’s developing ability to effectively regulate their emotions influences their consumer behavior . Design/methodology/approach Working with 80 children and one of their parents, this study used direct observations of child behavior in a task where they needed to regulate their emotions and a survey of parents about their child’s emotional development and consumer behavior. The research used quantitative methods to test whether children’s emotion regulation predicted parent reported consumer behavior (e.g. purchase requests, parent–child purchase related conflict) via multiple regression analyses. Findings After controlling for children’s age and linguistic competence, the study found that children’s ability to control positively valenced emotions predicted consumer behavior. Specifically, children who had more difficulty suppressing joy/happiness were more likely to ask their parents for consumer goods and were more likely to argue with parents about these purchases. Practical implications Content analyses of commercials targeting children have shown that many of the persuasive appeals used by advertisers are emotionally charged and often feature marketing characters that children find affectively pleasing. These findings suggest that these types of marketing appeals may overwhelm younger children which can lead to conflict with parents. Consequently, marketers and policy makers may want to re-examine the use of such tactics with younger consumers. Originality/value While the potential link between children’s emotional development and consumer behavior has been suggested in theoretical work, this is the first known study to empirically test this theorized relationship.
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Trees, Rachel, and Dianne Marion Dean. "Physical and emotional nourishment." European Journal of Marketing 52, no. 12 (November 12, 2018): 2405–22. http://dx.doi.org/10.1108/ejm-11-2017-0840.
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Purpose This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care. Design/methodology/approach A phenomenological research approach was used as the authors sought to build an understanding of the social interactions between family and their lifeworld. Findings This study extends theory on the relationship between the elderly parent and their family and explores through practice theory how families performed their love, how altered routines and long standing rituals provided structure to the elderly relatives and how care practices were negotiated as the elderly relatives transitioned from independence to dependence and towards care. A theoretical framework is introduced that provides guidance for the transition stages and the areas for negotiation. Research limitations/implications This research has implications for food manufacturers and marketers, as the demand for healthy food for the elderly is made more widely available, healthy and easy to prepare. The limitations of the research are due to the sample located in East Yorkshire only. Practical implications This research has implications for brand managers of food manufacturers and supermarkets that need to create product lines that target this segment by producing healthy, convenience food. Social implications It is also important for health and social care policy as the authors seek to understand the role of food, family and community and how policy can be devised to provide stability in this transitional and uncertain lifestage. Originality/value This research extends the body of literature on food and the family by focussing on the elderly cared for and their family. The authors show how food can be construed as loving care, and using practice theory, a theoretical framework is developed that can explain the transitions and how the family negotiates the stages from independence to dependence.
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Et.al, Ida Hindarsah. "The Influence of Service Quality, Emotional Marketing and Spiritual Marketing On Customer Satisfaction." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 3 (April 10, 2021): 3685–89. http://dx.doi.org/10.17762/turcomat.v12i3.1650.
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This study aims to determine the effect of service quality, the influence of emotional marketing, the effect of spiritual marketing, on satisfaction, and to know the three variables jointly affect customer satisfaction. This research is a quantitative research. With a questionnaire instrument distributed to 90 customers. Statistical test using classical assumption test, hypothesis testing using regression analysis test multiple test T test, F test and R test the coefficient of determination. The results showed that service quality, emotional marketing and spiritual marketing each had a significant positive effect on customer satisfaction. Then the quality of service, emotional marketing and spiritual marketing simultaneously have an effect on satisfaction
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Rytel, Tomas. "Emotional Marketing Concept: The New Marketing Shift in the Postmodern Era." Verslas: teorija ir praktika 11, no. 1 (March 15, 2010): 30–38. http://dx.doi.org/10.3846/btp.2010.04.
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Sulistya Rini, Endang, and Yeni Absah. "Rational, emotional and spiritual marketing strategies in Shariah banking in Medan, Indonesia." Banks and Bank Systems 12, no. 2 (June 23, 2017): 68–77. http://dx.doi.org/10.21511/bbs.12(2).2017.07.
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This study was aimed to discover the direct influences of rational, emotional, and spiritual marketing on satisfaction, trust, and loyalty of Shariah banking customers in Medan. This study was an associative research, which is a research connecting two variables or more to see the influence of one variable on another. This study was conducted by means of an exploratory approach. The population in this study was Shariah Banking customers in Medan. Total sample was 200 customers from 64 branches of Shariah banks across Medan. By using path analysis with SPSS 21 program, the results showed that there were direct and indirect influences of rational, emotional, and spiritual marketing on customer satisfaction, trust, and loyalty. Only emotional marketing variable had insignificant influence on the satisfaction of Shariah banking customers in Medan. This study was limited to impact of rational, emotional, spiritual marketing variables on satisfaction, trust, and loyalty of Shariah banking customers. Other variables which influence satisfaction, trust, and loyalty such as customer relationship management (CRM) and portfolio performance should be used, because they’re factors which influence consumer behavior. For Shariah banking in Medan, the research result was expected to give useful suggestions and inputs for Shariah banking in Medan in implementing marketing strategies, especially rational, emotional, and spiritual.
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Johnson, Catherine, Timo Kaski, Yvonne Karsten, Ari Alamäki, and Suvi Stack. "The role of salesperson emotional behavior in value proposition co-creation." Journal of Services Marketing 35, no. 5 (February 8, 2021): 617–33. http://dx.doi.org/10.1108/jsm-11-2019-0455.
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Purpose This paper aims to focus on how salespeople use emotions to build connections and facilitate value proposition co-creation (VPCC) in B2B complex services sales. Design/methodology/approach This paper uses video recordings of authentic B2B sales meetings in a two-part qualitative study. Findings This paper proposes a set of salesperson emotional behaviors that influence the co-creation of value propositions with customers. This paper uncovers five salesperson emotional behavior archetypes influencing VPCC. Research limitations/implications This study advances the value proposition literature by linking salespeople’s emotional behaviors with micro-level activities in the collaborative crafting of value propositions. The unique methodology may encourage researchers to apply video recordings in future studies. Practical implications The study provides managerial guidelines for improved selling competence and sales team organization. Originality/value This study’s findings represent a new insight into the actual manifestations of salesperson emotional behaviors that are commonly discussed but rarely observed directly.
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Seger-Guttmann, Tali, and Hana Medler-Liraz. "Does emotional labor color service actions in customer buying?" Journal of Services Marketing 34, no. 5 (April 6, 2020): 683–96. http://dx.doi.org/10.1108/jsm-10-2019-0421.
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Purpose Service research has highlighted the role of emotional labor in service delivery but has neglected service employees’ actions. This study aims to distinguish between the recurrent in-role and extra-role actions of service employees and to examine the joint effect of service employees’ actions and their emotional labor, which may color these actions on customer buying behavior (number of purchased items and total bill). Design/methodology/approach Phase I comprised two studies: Study 1 examined 70 service interaction videos to identify employees’ service actions, and Study 2 quantitatively validated the most frequent employee actions, used for further study, by examining 40 employee–customer interactions in fashion stores. For Phase II, Study 3 derived data from 60 service employees’ diaries to predict the joint effect of performed emotional labor and service actions on customer buying behavior. Findings Findings revealed that emotional labor moderated the relationship between service actions and customer buying behavior. The relationship between in-role/extra-role actions and buying behavior was stronger in the lower surface-acting (less emotional faking) condition, whereas the relationship between in-role/extra-role actions and buying behavior was stronger for the higher deep-acting (more emotionally authentic) condition. Practical implications Service organizations should not limit training to the more easily attained service actions. This possibility may be lacking if it ignores the emotional component that accompanied the action. This may shift the focus from customer satisfaction to customer delight. Originality/value This study is a pioneering effort to examine the specific circumstances in which service employees’ actions (regardless of in-role or extra-role status) will not produce the desired customer-related outcome in the presence of emotional labor.
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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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Fernandes, Teresa, Marta Morgado, and Maria Antónia Rodrigues. "The role of employee emotional competence in service recovery encounters." Journal of Services Marketing 32, no. 7 (October 8, 2018): 835–49. http://dx.doi.org/10.1108/jsm-07-2017-0237.
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Purpose Employees’ emotional competencies (EEC) are skills, based on emotional intelligence, used to perceive, understand and regulate customer emotions during a service encounter. In the context of service recovery, these skills are especially important and allow employees to influence consumers’ attitude and behaviours. The purpose of this study is to assess the direct and indirect impacts of EEC in post-recovery satisfaction, trust, word-of-mouth and repurchase intention, considering the moderating role of service (level of employee-customer contact) types. Design/methodology/approach A total of 355 customers who experienced a service failure and subsequent recovery were surveyed using a self-administered questionnaire. EEC was specified as a formative construct, determined by its perceiving, understanding and regulating dimensions. To measure EEC and its impact on selected outcomes, PLS-SEM was used. A multi-group analysis was performed to analyse the moderating role of service type. Findings Results confirm EEC as a formative construct, with a positive direct impact on post-recovery satisfaction, particularly in high-contact customized services. Findings also reveal the mediating role of satisfaction on selected outcomes, and the significant direct impact of EEC on trust, even when controlling for satisfaction. Originality/value EEC remains unexplored in the service recovery literature, and most research fails to understand how EEC role may vary given contextual differences. This study adopts a consumer perspective of EEC in the emotionally charged situation of service recovery, considering the moderating role of service type. The authors further contribute to both literature streams while examining the impact of EEC on post-recovery evaluations. Companies should consider these findings in the recruitment and training of front-line employees to develop better service recovery strategies.
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Caldwell, Marylouise, Paul Henry, and Ariell Alman. "Constructing audio‐visual representations of consumer archetypes." Qualitative Market Research: An International Journal 13, no. 1 (January 19, 2010): 84–96. http://dx.doi.org/10.1108/13522751011013990.
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PurposeThe purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed.Design/methodology/approachThe paper employs video‐ethnography involving the following steps: development of a typology of consumer archetypes based on a priori theory, screening for and identifying informants to exemplify each archetype, filming interviews in and around their homes, developing realistic audio‐visual representations of each archetype and assessing marketing practitioners reactions to the audio‐visual representations.FindingsIn response to the audio‐visual archetypal representations, marketing practitioners displayed a high degree of interest and emotional relatedness. The interest generated in the screenings motivated animated discussion and often a desire to better understand the consumers represented by each archetype. These heightened reactions contrast strongly with the relatively emotionally flat responses to traditional marketing research reports.Originality/valueThe paper demonstrates that carefully crafted audio‐visual representations of consumer archetypes are likely to engender a consumer orientation in marketing professionals and hence associate with improved marketing decision‐making. It explains that this situation is likely explained by audio‐visual media's superior capacity to foster experiential, emotional knowledge of others, and, the origins of consumer archetypes in the collective un/consciousness and/or widespread strongly embedded cultural beliefs, norms, and values.
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Ganassali, Stéphane, and Justyna Matysiewicz. "Assessing visual survey protocols to capture brand-related emotional insights." Qualitative Market Research: An International Journal 21, no. 1 (January 8, 2018): 2–17. http://dx.doi.org/10.1108/qmr-09-2016-0080.
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Purpose This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers’ emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed groups of scales, and to consider pictorial tools as innovative and challenging measurement techniques for brand value assessment. Design/methodology/approach Three versions of the same consumer online survey dedicated to identifying some brand-related consumer emotional insights were created to be compared in terms of quality of responses, interviewees’ evaluation and richness of insights. Findings Visual protocols provide more specific emotional responses and are considered as useful for “capturing deep contextual meanings of consumer experience”. They clearly provide deeper insights and better emotional granularity. It can be generally concluded that different emotions’ self-report measurements are adapted to some diverse research questions or situations. Research limitations/implications This paper is based on research with a limited number of participants. It focuses on the use and consumer emotional insights delivered by three tested protocols rather than detailed analysis of the specific profiles of consumers. Practical implications The authors provide some recommendations of different research techniques, which can be used to identify and measure consumers’ emotional reactions towards brands. Social implications Their paper encourages a critical reflection about researchmethods that are deployed for marketing and consumer behaviour purposes. Their work promotes a hybrid and not dogmatic approach, centred around the perception andmotivation of the respondentsmore than on the expectations of the researcher only. Originality/value Research outcomes among different self-reported protocols using internet technologies are compared. Quality of responses and richness of insights are measured in a quite innovative and comprehensive way. The paper also gives detailed recommendations to researchers interested in consumers’ emotional reactions towards brands measurements.
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Sachdeva, Ishita, and Suhsma Goel. "Retail store environment and customer experience: a paradigm." Journal of Fashion Marketing and Management 19, no. 3 (July 13, 2015): 290–98. http://dx.doi.org/10.1108/jfmm-03-2015-0021.
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Purpose – The current context of retail is extremely challenging. Retail environments are pushing consumers to appreciate hedonic aspects of consumption. Retailers are finding new ways to offer customers something unique or special in order to encourage traffic to physical stores. People like to touch, feel, smell, taste, inspect, test and try on. It is a holistic approach that involves both emotional and rational triggers (Meyer, 2006, p. 1). The paper aims to discuss these issues. Design/methodology/approach – The basic proposition is that a shopper’s behavior is influenced by the environment. The environment (store) influences a shopper’s emotions and mood, which in turn influence the shopper’s behavior (Ebster and Garaus, 2011, p. 108). Mehrabian found a significant amount of research to back Holbrook’s findings that “emotion is a key link in the shopping experience” determining that consumers’ reactions within stores are based on their emotional states, which are stimulated by store designs (Mehrabian, 1977). Findings – It is important to focus on engaging the customer both emotionally and behaviorally, which means that the communication on social media and physical retail stores should both excel in emotional appeal, and encourage various forms of interaction with the brand. Increasingly, success at retail is less about what the retailer has to sell and more about how they sell it. This is the new experiential paradigm shift in shopping. This will become even more critical in the future as success at retail will continue to shift toward how well retailers play to the emotions, psychology and feelings of the shopper (Danziger, 2006, p. 17). The need whether utilitarian or hedonic carries them to the store but emotions make them stay and shop. Originality/value – Both utilitarian and hedonic experiences – whether they are derived from consuming products or total experience, including products, people, places and the environment – contribute in differing degrees, to the overall experience of consumption.
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Dwivedi, Abhishek, Lester W. Johnson, Dean Charles Wilkie, and Luciana De Araujo-Gil. "Consumer emotional brand attachment with social media brands and social media brand equity." European Journal of Marketing 53, no. 6 (June 10, 2019): 1176–204. http://dx.doi.org/10.1108/ejm-09-2016-0511.
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PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).Design/methodology/approachThis paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.FindingsThe findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.Research limitations/implicationsThis paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.Practical implicationsSocial media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.Social implicationsLately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.Originality/valueSocial media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.
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Mullins, Jeffrey K., and Rajiv Sabherwal. "Gamification: A cognitive-emotional view." Journal of Business Research 106 (January 2020): 304–14. http://dx.doi.org/10.1016/j.jbusres.2018.09.023.
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Smith, Robert S., and Robert S. Smith. "Measuring consumer emotions during live sports broadcasts." IJASS(International Journal of Applied Sports Sciences) 33, no. 2 (December 31, 2021): 263–86. http://dx.doi.org/10.24985/ijass.2021.33.2.263.
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Though the role of emotion has been largely acknowledged across most consumer settings, only recently has this interest transferred to the various contexts in which sports are consumed. The purpose of the present research is to highlight the role of emotions during the viewing of televised sports programming. Across two studies, the manifestation of emotional arousal is empirically established. Additionally, the emotional valence (i.e., the extent to which a stimulus is perceived as affectively positive, neutral, or negative) of marketing stimuli are assessed. A methodology for measuring baseline levels of emotional valence for commercial advertising is outlined. Study 1 is presented in which empirical support is established for the fleeting influence that live sports consumption has upon emotional arousal. This is followed by a review of Study 2, which establishes a methodology for measuring the emotional valence perceived by consumers for embedded commercial advertising. Finally, the practical and research implications of these findings are discussed.
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Medler-Liraz, Hana. "The role of service relationships in employees’ and customers’ emotional behavior, and customer-related outcomes." Journal of Services Marketing 30, no. 4 (July 11, 2016): 437–48. http://dx.doi.org/10.1108/jsm-05-2014-0156.
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Purpose This paper aims to explore service encounters from a social behavior perspective. By proposing that employees’ emotional labor strategies are influenced by customer displays of emotion, this paper answers calls to investigate the reciprocal nature of service interactions and the importance of taking both customers and service providers into account when delivering high-quality service is the goal. Design/methodology/approach The sample consisted of 121 dyads of customers and service employees from hairstyling salons. Data were collected from observations of the customers’ emotional displays, self-report surveys administered to the service employees measuring strategies of emotional labor and self-report surveys administered to the customers to assess their rapport with the service providers and their loyalty intentions. Findings Length of acquaintance was positively related to customers’ positive display, which mediated the relationship between length of acquaintance and employee-customer rapport. Customers’ positive display was negatively related to employees’ deep acting (i.e. modifying inner feelings) but not to surface acting (i.e. modifying superficial expressions). Customers’ positive display and employees’ surface acting were related to loyalty intentions through the mediation of rapport. Originality/value This study provides a better understanding of the customer’s role as the target, and a possible cause of emotional regulation among service employees. It underscores the role of service relationships in customers’ emotional behavior and customer-related outcomes.
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Kearney, Treasa, Gianfranco Walsh, Willy Barnett, Taeshik Gong, Maria Schwabe, and Kemefasu Ifie. "Emotional intelligence in front-line/back-office employee relationships." Journal of Services Marketing 31, no. 2 (April 10, 2017): 185–99. http://dx.doi.org/10.1108/jsm-09-2016-0339.
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Purpose This paper aims to undertake a simultaneous assessment of interdependence in the behaviours of front-line and back-office employees and their joint effect on customer-related organisational performance. It also tests for a moderating influence of the emotional intelligence of front-line salespeople and back-office employees. Design/methodology/approach The sample comprises 105 front-line sales employees and 77 back-office employees. The customer-related organisational performance data come from a UK business-to-business (B2B) electronics company. With these triadic data, this study uses partial least squares to estimate the measurement and structural models. Findings Salespeople’s customer orientation directly affects customer-related organisational performance; the relationship is moderated by salespeople’s emotional intelligence. The emotional intelligence of salespeople also directly affects the customer-directed citizenship behaviour of back-office employees. Furthermore, the emotional intelligence of back-office staff moderates the link between the emotional intelligence of salespeople and back-office staff citizenship behaviour. Back-office staff citizenship behaviour, in turn, affects customer-related organisational performance. Originality/value The emotions deployed by employees in interactions with customers clearly shape customers’ perceptions of service quality, as well as employee-level performance outcomes. However, prior literature lacks insights into the simultaneous effects of front-line and back-office employee behaviour, especially in B2B settings. This paper addresses these research gaps by investigating triadic relationships – among back-office employees, front-line employees and customer outcomes – in a B2B setting, where they are of particular managerial interest.
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Rosário, Albérico Travassos. "E-Mail Marketing." International Journal of Online Marketing 11, no. 4 (October 2021): 63–83. http://dx.doi.org/10.4018/ijom.2021100104.
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Email marketing is a considerable development and includes direct emails, transactional emails, and email newsletters to attract new customers and retain existing ones. This research paper aims to identify and synthesize literature on the effectiveness of email marketing and potential challenges affecting its proper implementation. The research establishes that businesses in the current business environment recognize email marketing's capacity to produce a higher return on investment and generate more sales than traditional marketing channels, such as television. The adoption of permission-based email marketing enables establishing strong relationships between companies and their target audiences, developing emotional, conative, and cognitive responses to the distributed messages. Therefore, salespersons should ensure compliance with legal requirements in email marketing and develop effective strategies of reducing spam emails to avoid negative impressions and increase response rates.
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Septianto, Felix, Yuri Seo, Billy Sung, and Fang Zhao. "Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride." European Journal of Marketing 54, no. 6 (May 6, 2020): 1305–23. http://dx.doi.org/10.1108/ejm-10-2018-0690.
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Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness. Findings The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising. Research limitations/implications The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations. Practical implications Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses. Originality/value The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.