Lecture Unit 7: Consumer Motivation, Personality, and Emotion (2/2) Flashcards
What is brand image ?
= is what people think of and feel when they hear or see a brand name
What is brand personality?
= 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
What are the dimensions of brand personality?
- Sincerity: honest, wholesome, Down-to-earth
- Excitement: spirited, up-to-date, daring
- Competence: reliable, inteligent, succesful
- Sophistication: upper class, charming
- Ruggedness: outdoorsy, tough
Relationship between brand equity and brand personality?
(What does the research suggest)
= Brand personality results in increased brand equity and research suggest:
What does the research suggest to brand personality and brand equity
- 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
What are 3 impotant advertising tactics? to communicate the brand personality
- Celebrity Endorsers
- User Imagery
- Executional Factors
What is emotion?
- 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
Characteristic of emootions?
- They are strongly linked to needs, motivation and personality.
- Unmet needs create motivation which is related to the arousal (Erregung) component of emotion
Describe the nature of emotions Graph?
Environmental event or Mental imagery -> Pysiological changes -> Interpreted as emotions based on situation->
- Specific feelings
- Affect
- Behaviors
- Thoughts
What are the dimensions of emotion? (3)
- pleasure: duuty, faith, affection, gratitude
- arousal: interest, activation, surprise, involvement
- dominance: conflict, guilt, sadness, fear, shame, anger
Why should marketers focus on emotional arousal as a product beneift? (What is the consumer reasoning)
- Consumers actively seek products whose primary or secondary benefit is emotion arousal
Marketing strategy and emotion reduction:
How do marketers engage in emotion reduction ?
- Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions
What do “consumer coping” encounter in product/service?
- active coping
- expressive support seeking
- avoidance
How can emotional content in ads impact consumer engagement?
- enhance attention, attraction and maintenance capabilities
Why might emotional messages in ads be processed more thoroughly?
due to their enhanced level of arousal
What effect can emotional ads have on consumer attitudes towards the ad itself?
Emotional ads may enhance the liking of the ad itself.
How can repeated exposure to positive-emotion-eliciting ads influence brand preference?
It may increase brand preference through classical conditioning
When is it more likely that emotion operate in high-involvement decision processes?
Emotion may operate via high-involvement processes, especially if emotion is decision relevant.
What is meant with affect intensity (Consumer trait)
- Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity
What is the benefit for marketer if they focus on the arousal of their products ?
- Gratitude or the emotional appreciation for benefits received is a desirable consumer outcome that can lead to increased consumer trust and purchases
Emotion
What do unmet needs create that links to emotion ?
- Unmet needs create motivation which is related to the arousal (Erregung) component of emotion
