Lecture Unit 7: Consumer Motivation, Personality, and Emotion (2/2)

Question 1

What is brand image ?

Answer 1

= is what people think of and feel when they hear or see a brand name

Question 2

What is brand personality?

Answer 2

= is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire

• sometimes choose products that fit their personality
• use products to bolster an area of their personality where they feel weak

Question 3

What are the dimensions of brand personality?

Answer 3

• Sincerity: honest, wholesome, Down-to-earth
• Excitement: spirited, up-to-date, daring
• Competence: reliable, inteligent, succesful
• Sophistication: upper class, charming
• Ruggedness: outdoorsy, tough

Question 4

Relationship between brand equity and brand personality?
(What does the research suggest)

Answer 4

= Brand personality results in increased brand equity and research suggest:

Question 5

What does the research suggest to brand personality and brand equity

Answer 5

• Consumers assign human characteristics to brands
• Brand personalities create expectations about key brand characteristics
• Brand personalities are often the basis for a long-term relationship with the brand

Question 6

What are 3 impotant advertising tactics? to communicate the brand personality

Answer 6

• Celebrity Endorsers
• User Imagery
• Executional Factors

Question 7

What is emotion?

Answer 7

• is an identifiable, specific feeling, while
• Emotions are strong,relatively uncontrolled feelings that affect behavior
• the term affect is used to refer to the liking/disliking aspect of the specific feeling

Question 8

Characteristic of emootions?

Answer 8

• They are strongly linked to needs, motivation and personality.
• Unmet needs create motivation which is related to the arousal (Erregung) component of emotion

Question 9

Describe the nature of emotions Graph?

Answer 9

Environmental event or Mental imagery -> Pysiological changes -> Interpreted as emotions based on situation->

• Specific feelings
• Affect
• Behaviors
• Thoughts

Question 10

What are the dimensions of emotion? (3)

Answer 10

• pleasure: duuty, faith, affection, gratitude
• arousal: interest, activation, surprise, involvement
• dominance: conflict, guilt, sadness, fear, shame, anger

Question 11

Why should marketers focus on emotional arousal as a product beneift? (What is the consumer reasoning)

Answer 11

• Consumers actively seek products whose primary or secondary benefit is emotion arousal

Question 12

Marketing strategy and emotion reduction:

How do marketers engage in emotion reduction ?

Answer 12

• Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions

Question 13

What do “consumer coping” encounter in product/service?

Answer 13

• active coping
• expressive support seeking
• avoidance

Question 14

How can emotional content in ads impact consumer engagement?

Answer 14

• enhance attention, attraction and maintenance capabilities

Question 15

Why might emotional messages in ads be processed more thoroughly?

Answer 15

due to their enhanced level of arousal

Question 16

What effect can emotional ads have on consumer attitudes towards the ad itself?

Answer 16

Emotional ads may enhance the liking of the ad itself.

Question 17

How can repeated exposure to positive-emotion-eliciting ads influence brand preference?

Answer 17

It may increase brand preference through classical conditioning

Question 18

When is it more likely that emotion operate in high-involvement decision processes?

Answer 18

Emotion may operate via high-involvement processes, especially if emotion is decision relevant.

Question 19

What is meant with affect intensity (Consumer trait)

Answer 19

• Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity

Question 20

What is the benefit for marketer if they focus on the arousal of their products ?

Answer 20

• Gratitude or the emotional appreciation for benefits received is a desirable consumer outcome that can lead to increased consumer trust and purchases

Question 21

Emotion

What do unmet needs create that links to emotion ?

Answer 21

• Unmet needs create motivation which is related to the arousal (Erregung) component of emotion