Emotional Responses to Brands and Product Categories
Larry PercyVisiting Professor, Center for Marketing Communication, Copenhagen Business School, Denmark
Flemming HansenProfessor, Center for Marketing Communication, Copenhagen Business School, Denmark
Rolf RandrupResearch Director, TNS/Gallup, Denmark
INTRODUCTION
Studies of consumer behaviour have mainly been concerned with cognitive theories of choice and information processing. However emotional processes in the unconscious brain play a role, which is neglected in our understanding of consumer behaviour. Recent neurological and physiological research has pointed at the importance of emotions in understanding human behaviour (Coleman 1995, Damasio 1994, 2000 and 2003, Le Doux 1998, McGough 2003)....