4. introduction

Question 1

Hot vs. cool system

Answer 1

hot system = emotional, simple, reflexive, fast
cool system = cognitive, complex, reflective, slow

Question 2

Automatic evaluation

Answer 2

: we evaluate the emotional significance of many different stimuli: people, words, objects, actions, images

Question 3

Appraisal theory of emotion

Answer 3

that emotions or emotional components are caused and differentiated by an appraisal of the stimulus as mis/matching with goals and expectations, as easy/difficult to control, and as caused by others, themselves or impersonal circumstances.

Question 4

5 appraisals

Answer 4

motivational state (rewarding/punishing)
situational state (present/absent)
probability (certain/uncertain)
legitimacy (positive/negative outcome deserved)
causal agency (other person/self)

Question 5

why do we feel anger instead of fear?

Answer 5

anger is something 1) caused by someone else, and 2) certain
fear is 1) caused by something else and 2) uncertain

Question 6

Why is it important to study consumer’s emotional response?
4

Answer 6

affect influences attitude independently of cognitive structure
it can create favorable and long-lasting attitudes and influence product evaluation
it can influence attention and retention of information
it can lead to high product engagement (emotional connectedness to a product or brand)

Question 7

emotional appeal

Answer 7

= a message designed to elicit a specific emotional response

Question 8

When can affect have an impact on consumer? 3

Answer 8

match between the product or the situation and our personal feelings
other than the intensity of the situation:
seeing others experiencing an emotion while using a product (influencers)
under time pressure (experience emotional instead of cognitive reaction, because our emotional system is faster)

Question 9

How to measure emotions
PANAS

Answer 9

positive affect negative affect scale >
but this is based on words or language, but it is not always easy for us to express emotions in words

Question 10

How to measure emotions biometrics

Answer 10

(skin conductance response, heart rate, etc.)
Galvanic skin response

Question 11

How to measure emotions
EEG

Answer 11

scalp electrodes

Question 12

mood =

Answer 12

transient (temporary and changing) and general feeling state often characterized with simple descriptions (e.g. good, bad)

Question 13

emotion =

Answer 13

specific psychobiological (involves both psychological processing and physical responses) reaction to appraisals