marketing emotionTo determine whether a theory of emotions in marketing is needed, this article assesses the current theoretical status of emotions in marketing. The theoretical propositions and the characteristics of four major theories of emotions borrowed from psychology, as well as five marketing ...
A study published in the Journal of Consumer Research demonstrated thatconsumers who experienced fearwhile watching a film felt a greater affiliation with a present brand than those who watched films evoking other emotions, like happiness, sadness or excitement. The theory is that when we’re scared...
the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers...
Cognitive Theories of emotions have enjoyed great popularity in recent times. Allegedly, the so-called Perceptual Theory constitutes the most attractive version of this approach. However, the Perceptual Theory has come under increasing pressure. There are at least two ways to deal with the barrage ...
the relationship between basic emotions and customers' opinions, using emotions as antecedents of the meaning-making process. To the best of the authors' knowledge, this is the first attempt to systematically analyze consumer response to social robots over time through a theory-consistent framework. ...
Emotions Although emotions are ubiquitous throughout marketing, we are only beginning to understand the important role of emotions in marketing communications (Bagozzi, Gopinath, & Nyer, 1999). Emotions are a person's positive (i.e., pleased or relaxed) and negative (i.e., nervous or annoyed...
Public sentiment towards the police is a matter of great interest in the United States, as reports on police misconduct are increasingly being published in mass and social media. Here, we test how the public’s perception of the police can be majorly sha
A study, conducted on 70 million tweets, posted on Weibo (China’s social network) in 2010 also support this theory. Researchers at Beihang University found that anger can spread widely and quickly on the social networks. Fear, on the other hand, has been one of the most pivotal tools...
From sport and science production to everyday life, higher-level pursuits demand collaboration. Despite an increase in the number of data-driven studies on human behavior, the social dynamics of collaborative problem solving are still largely unexplored
They’re told, “Your strategy for your company, that’s a theory. When you talk to customers, that’s a way to home in on specific hypotheses. And then when you launch a product or a service, just think of that as an experiment to test your hypotheses.” Over the next year, on ...