Consumer behaviour: Effects of moods and feelings on...

 

Technology has brought consumers an almost infinite degree of choice. Products are broken down into smaller and smaller constituent parts so we can customise every aspect of our consumer experience to ...

The paper discusses the findings of research in three countries (US, UK and China) into the changes now occurring in people's values, which underpin their attitudes to consumption and brands. The prin

Anticipation marketing is defined as the phenomenon by which extraordinary levels of consumer anticipation are achieved prior to, upon or after launch of a product, service, brand or experience, in a

Consumer researchers should be interested in the current debate among economists between two models of consumer behaviour: rational (based on analysis of costs and benefits) and irrational (driven by

Marketing has taken on increasingly philanthropic element, in line with the 'train of philanthropication' that has become increasingly important in a number of societies around the world. There are ma ...

This article summarises the book 'Predictably Irrational: the hidden forces that shape our decisions' by Dan Ariely (Harper Collins, 2008). The book's central premise is that consumers do not always a ...

This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...

Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal. Global automotive marketing has traditionally encouraged purchase and consumption choices tha ...

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in 2006. Nickelodeon, the children's media brand and part of MTV Networks' Kids & Family ...

This paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc. In the traditional model of brand communication, the consumer's mind is a blank page on whi ...

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values ...

Since the 1960s, the focus in market and social research has been on the search for deep motivations that underpin attitudes and behaviour, and, ultimately, decision making. This paper proposes an alt ...

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences. As such, if emot ...

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand ho ...

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

This paper describes our work with the New Labour strategy team in the run-up to the British General Election of 2005. Uniquely this work features the combination of brand analysis with insights from ...

The latest Global TGI data reveals consumer concern about maintaining a healthy lifestyle. Just under a quarter of respondents in Germany and Kenya felt busy schedules impede taking care of themselve ...

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human ...

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands. In today's world of ov ...

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study. This paper addresses some of the misconceptions/gaps that are often observable ...

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions. This presentation shows how these advances can be translated into real-worl ...

This paper integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies. It demonstrates the power of emotion in marketing, and why it is so powerf ...

The MOOD Consumption® Theory provides a deeper understanding of consumer behaviour in a post-industrial world. Traditional demographic segmentation criteria such as age, gender and income no longer ac ...

The fact that we are capable of distinguishing many distinct emotions is illustrated by the vast number of emotion-denoting words that exist in most human languages. In the English language, for examp ...

This paper will touch on the following topics: the ‘new consumer’ – how key trends in society, new cultural landscapes, and new ethics are interconnected and how they reflect the consumer’s values, ne ...

Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of ...

Our main purpose is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contri ...

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unc ...

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more t ...

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones. This paper describes how a single global segmentation stud ...