Psychology: Emotions, feel states

 

The article argues that self-report often does not accurately represent people's beliefs or behaviour. This is illustrated from a project carried out for Changing Faces, an organisation that supports

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

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 ...

Emotion is central to brand communications, but there has been a failure to define what we mean by 'emotion'. Merely distinguishing it from 'rationality' is not good enough; emotions are complex, with ...

This paper provides a theoretical framework for exploring how multi-sensory strategies can be used to understand the minds and hearts of consumers. It also assesses how this information can be used to ...

Beauty has always been a major concern for people, but in the 21st century beauty seems to have reached a new level; perfectly-styled female and male bodies and faces flood not only magazines and cale ...

Individuals, when processing information, apply a set of 'filters' to weed out what is unimportant. These filters include memories, values, beliefs, decisions and attitudes, emotional as well as logic ...

This paper presents the major results of a qual-quant survey conducted in Europe on the women's fragrance market. The results highlight the importance of the self-image that women wish to project thro ...

This paper discusses the role of fragrance descriptions versus other messaging elements as drivers for two common fragranced products - detergents and fragranced soaps. These two product areas have ve ...

The purpose of this paper is to analyse likeability. The concept has often been a key indicator for market researchers, and has generally been seen as a relatively simple and reliable measure, but it ...

Advanced consumers tend to reject objects that are made of, or associated with, the feeling of 'artificial' and 'chemical'. This process even applies to domestic cleaning products, which shows that th ...

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance ...

The subject for this issue's Comments section is neuroscience and advertising research. Three researchers who have explored this topic in depth provide their views, showing the benefits that neuroscie ...

David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used. ...

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 ...

Mitch McCasland, director of planning and brand strategy at Moroch Partners Advertising, Dallas, and Nicole Davis, brand manager for Samsung Telecommunications America, argue that marketing executives ...

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric - claimed ad awareness - aga ...

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 ...

The concept of subjective age has previously been applied to segment the senior consumers’ market: Market research has highlighted the tendency among individuals to feel younger than they actually are ...

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets. The tool Life Frames® is based on the understanding that the consumer’s demands are drive ...

Larry Percy and Flemming Hansen, from Copenhagen Business School, and Rolf Randrup, TNS/Gallup, contend that by measuring the emotional associations that consumers have with brands, managers will have ...

Recent press articles have revived interest in low attention processing, the way in which advertising can influence us even when little attention is paid to it. Here Robert Heath advises what actions ...

In his round-up of the US media scene, Joe Mandese reports on the research that is looking at brain processes and the power of emotion in conveying brand messages. In particular he comments on the lat ...

In this article Robert Heath, The Value Creation Company, addresses the evaluation of advertising that influences feelings and emotions. He explains why claimed ad awareness is likely seriously to und ...

Discusses the use of modelling to understand advertising effects. Covers low involvement processing, emotional reactions, the ELAM (Elaboration Likelihood Model) of Petty & Caccioppo, peripheral infor ...

Describes a proposed exploratory research project to study emotional, feeling and highly rational reactions to visual stimuli and how they work together. It is hypothesised that it is possible to dist ...

Proposes and tests a new typology of global emotional appeals, in terms of consumers' responses. Emotions are of two kinds: basic emotions which have survival value (fear, anger, love etc.) and social ...