Emotional Information in Strategic Decisions

Lucile Rameckers and Frank Parisi

This paper discusses laddering, a method that can be used to gather 'emotional' information. It is based on the means-end chain theory.

Emotional Information in Strategic Decisions

Frank ParisiandLucile Rameckers

INTRODUCTION

In view of the changes in the automotive industry it has become essential to maintain control over the choice process, which is becoming more individual and emotional and value driven. The image of the brand and the model is essential to activate emotions.

Creating a brand/model image means establishing a certain promise or expectation among consumers. As the word 'image' implies, emotions play a key role. People increasingly choose a certain brand/model based on the emotional values expressed by it. One characteristic of emotions is that emotions are strongly...

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