Emotions Flashcards
What are the early views of judgement and emotions in cognitive psychology?
- Decision making is driven by rational/cognitive evaluations.
- Emotions do not play a direct role.
- Emotions inform attitudes → decision and behaviour.
What are the contemporary views of judgement and emotions?
- Emotions (and more generically affect) can influence directly intentions and behaviour.
- Emotions influence a range of cognitive functions e.g. perception, attention, and memory → used in marketing.
Do emotions make money?
Analysis of data from the UK Institute of
Practitioners in Advertising:
- 1400 case studies of successful advertising
campaigns submitted for the IPA Effectiveness Award competition over the prior 3 decades.
- Analysis compared the profitability boost of
campaigns (IPA, 2009).
What is mood?
Low intensity, longer duration (Cohen and Areni, 1991) and it is a less specific response to the environment (Frijda, 1993).
What are emotions?
A higher intensity and shorter duration; an object is a direct source for its elicitation (Cohen and Areni, 1991).
What is affective personality traits?
E.g. optimism, pessimism represent individual inclinations; not generated by a particular stimulus (Pieters and Van Raaig, 1988).
What is the definition of emotions?
A universal, functional reaction to an external stimulus event, temporarily
integrating physiological, cognitive, phenomenological, and behavioural
channels to facilitate a fitness-enhancing, environment-shaping response to
the current situation’ (Keltner and Shiota, 2003: 89).
What did Cohen and Areni (1991) and (Westbrook and Oliver, 1991) view emotions as?
Cohen and Areni (1991) regard emotions as markers (i.e. affective traces) which are stored
in an individual’s memory and subsequently recovered in order to inform a decision; these
affective traces influence subsequent judgements (Westbrook and Oliver, 1991).
What is the sequence of bidirectional relation
Bidirectional relation (Schwarz, 2000)
- Emotions → decisions but also decisions → emotions
What is the classification of emotions?
- Valence-based: positive, negative
Tangney, Stuewig and Mashek (2007).
What are the 3 categories of emotions?
- Emotions ≠ affect.
- Affect = valenced feeling state (Cohen and Areni, 1991).
- Affect is made up 3 parts known as mood, emotions and personality traits.
What are the types of complexity?
- Basic emotions: fear, happiness, regret, sadness [Evolutionary Psychology].
- Self-conscious emotions (SCEs) are a specific category of emotions for which the object of
reflection is one’s ‘self’.
Negative: shame, guilt, embarrassment [e.g. my image; my behaviour]
Positive: pride, elevation, content
Tangney, Stuewig and Mashek (2007)
What are the examples of emotion scales from Mehrabian (1996) Retail environment, Izard (1977) Human emotions and Richins (1997) Consumption emotions set?
Mehrabian (1996): Pleasure, Arousal and Dominance.
Izard (1977): Joy, Sadness, Interest, Anger, Guilt, Shame, Disgust, Contempt, Surprise and Fear.
Richins (1997): Anger, Discontent, Worry, Sadness, Loneliness, Love and optimism etc.
What are the types of emotions?
- Temporal manifestation of emotions (Loewenstein and Lerner, 2003; Schwarz, 2000)
- The process can be cyclical and marketers can use this to their advantage.
- Anticipated, Immediate and post decision (post behaviour).
What are emotions across cultures?
Many universal:
- Example? [basic emotions]
But also cultural-bound in
- The way to express feelings
- Recognise, interpret, judge others’ feelings
- Emotion-eliciting events
What are the cultural differences and emotional recognition?
- Ekman (1950s-1970s).
- Studied emotions and their similarity across many cultures.
- 7 emotions validated as culturally universal across 28 countries.
- Further emotions were added.
What are the 2 studies to show cultural differences and emotions?
- 2 experiments (Masuda et al. 2008) to differences between Westerns and Japanese:
- In Study 1, participants viewed cartoons; central person and a group in the background.
- Findings: As per questionnaire answers, the surrounding people’s emotions influenced Japanese but not Westerners’ perceptions of the central person.
- In Study 2, eye-tracking showed differences in attention.
- Findings: Japanese looked at the surrounding people more than did Westerners. It is suggested that Westerners see emotions as individual feelings, whereas Japanese see them as inseparable from the feelings of the group.
What is the applications of emotions to consumer behaviour?
- Segmentation (e.g. motivation & emotions – see next slides)
- Design of marketing communications
- Persuasion – cessation or change of behaviour
- Impact on behavioural outcomes
1. (e-)WOM
2. Repurchase
3. Loyalty
What are the types of hedonic shopping - Motivations and Emotions?
- Adventure shopping → stimulation, adventure. Emotional experiences described as thrills, stimulation, excitement, and entering a different universe of exciting sights, smells, and sounds.
- Social shopping → enjoyment of shopping with friends and family, socialising and bonding with others while shopping.
- Gratification shopping → shopping for stress relief, shopping to alleviate a negative mood, and shopping as a special treat to oneself, to relax.
- Idea shopping → keep up with trends and new fashions, new products and innovations. Consumers may enjoy browsing to obtain information as an end in itself, not to make a
particular purchase. Emotions: pleasure and fun. - Role shopping → enjoyment from shopping for others. Emotions: the excitement and intrinsic joy felt by shoppers when finding the perfect gift for others.
- Value shopping → refers to shopping for sales, looking for discounts, and hunting for bargains. Emotions: happy, proud, satisfied.
What can marketing communications use?
- Positive emotions
- Negative emotions
- Mixed emotions
What are examples of social marketing campaigns?
Social marketing campaigns – wellbeing of communities.
and the society
- Video smoking
- Video smoking
- Effective?
What is ineffective marketing communications for emotional regulation?
Emotion regulation (Gross, 2002) – consumers change the interpretation of the stimuli and change their emotional reactions and behaviour.
What are examples of emotion regulation strategies?
- One turns attention toward or away from something in order to influence one’s
emotions. - One re-evaluates either the situation one is in or one’s capacity to manage the
situation so as to alter one’s emotions. - One approaches or avoids certain people or situations on the basis of their likely
emotional impact.
What are the applications of Model of Goal Directed Behaviour (MGDB)?
Anticipated positive emotions → Dieting and exercising (Perugini and Bagozzi, 2001).
- Measured as an index of various emotions e.g. excited, happy, proud, delighted, self-assured.
- Anticipated negative emotions → Studying for exams.
Anticipated negative emotions → Environmentally concerned-behaviour (Carrus et al.,
2007).
- Measured as an index of different negative feeling e.g. angry, guilty, unsatisfied, depressed, disappointed.
- Past behaviour measured through recency and frequency
What are the limitations of MGDB?
- Consumers’ decision making process is not always sequential.
- The model doesn’t capture the dynamism of decision making i.e. anticipated, immediate and post-decision emotions.
- The context determines which anticipated emotions are influential.
- Psychographic variables are not captured in the model (e.g. personality features, use of
coping mechanisms, cultural differences).
