The Emotional Consumer

Question 1

Emotion

Answer 1

affect that comprises physiological, behavioural and cognitive reactions to internal and external events. they tend to be intentional in that they represent something in particular. affects ability to encode, store and retrieve information.

Question 2

Moods

Answer 2

moods are more pervasive, longer lasting but less intense than emotions

Question 3

Attention and Recall

Answer 3

are used to process how emotions can play are part in consumer-related information. understanding why some people are more likely to focus on certain factors than others.

Question 4

Selective attention

Answer 4

emotions activated by subconscious experiences can bias the information focused on and encoded into memory. product info is of similar valence to the mood.

Question 5

Impact on Recall

Answer 5

is impacted by mood-congruent information. highly intense emotions increases memory. positive mood=positive events. negative feelings can encourage recall of positive events as people are motivated to make themselves feel better.

Question 6

Impact of emotions upon decision making

Answer 6

good mood=evaluate stimuli more positively. exception: highly familiar stimulus which are more likely to be guided by past evaluations

Question 7

Controlling feelings through consumption

Answer 7

consumption linked to consumer’s desire to control how they feel

Question 8

Appraisal Tendency Framework

Answer 8

Mood in point of time affects appraisal of product. Impacts both depth and content of processing. Anger (positive) fear (negative judgement) so marketers must not assume that all positive or negative emotions will influence evaluations the same way.

Question 9

Atmospherics

Answer 9

Creation of a certain atmospher that has the ability to generate emotional responses

Question 10

Categories of atmospheric stimuli

Answer 10

1. external variable 2. interior variables 3. layout and design variables 4. point of purchase variables 5. human variables

Question 11

Mandler’s Theory of Emotion

Answer 11

the higher the discrepancy or the more unexpected the event = increase in arousal level
differences cannot be too great or it will be too cognitively straining. cannot be too similar either as it would be unstimulating.

Question 12

Zillman’s Theory of Emotion

Answer 12

emotional excitement can be transferred from one stimulus to another aka excitation transfer

Question 13

Zillman’s Theory of Emotion - Aspects

Answer 13

1. arousal can make both positive and negative emotions stronger
2. people tend not to notice small changes in arousal
3. individuals normally assume one single source or arousal
4. perceived arousal tends to disappear more quickly than physical arousal

Question 14

Zillman’s Theory of Emotion - evaluations are

Answer 14

more intense when consumers are highly aroused from other factors non related to the object being evaluated. types of emotion can also be easily confused. can be used by marketers to manipulate positive and negative feelings