The role of advertising in consumer emotion management
Elyria Kemp
University of New Orleans
My Bui
Loyola Marymount University
Sindy Chapa
Texas State University
Introduction
Consumer research has demonstrated that emotions play an important role in decision making (Garg et al.2007) and marketers have long made attempts to target consumers’ emotions. Advertisements with the intent of eliciting emotional responses from the consumer have become embedded in our culture – ‘Nothin’ Says Lovin’ Like Somethin’ in the Oven’ (Pillsbury), ‘For all you do, this Bud’s for you’ (Budweiser) and ‘Celebrate the moments of your life’ (General Foods International Coffee)....