Emotions, Advertising and Consumer ChoiceThis book is aimed at readers interested in advanced consumer behavior theories - both graduate students in their final year and practitioners with an MBA or similar background. Emotions, Advertising and Consumer Choice focuses on recent neurological or psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behavior. These insights are translated by the authors to cover the behavior of ordinary individuals in every-day life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing. The book offers a first-time thorough review of contemporary thinking in the field of consumer behavior and an exhaustive amount of empirical evidence to support the authors' notion of an emerging paradigm of emotionally-based consumer choice where mental brand equity becomes a central phenomenon. |
Contents
PARTI Emotions in Consumer Choice | 15 |
The Origin of Consumer Choice Theory | 17 |
Early Consumer Behaviour Research | 18 |
Consumer Behaviour as a Discipline | 20 |
The Content of the Present Book | 21 |
The Aim of the Book | 23 |
Overview | 24 |
Consumer Behaviour and Cognitions | 29 |
NERS of Individuals | 191 |
NERS in Consumption | 192 |
Marketing Communication and NERS | 193 |
E Summary | 196 |
Marketing Communication and Emotions | 197 |
The Role of Advertising | 199 |
A Optimal Marketing Strategy | 201 |
Optimal Decision Making | 204 |
B Consciousness and Cognition | 31 |
Cognitive Consumer Choice Models | 32 |
Decision Processes | 38 |
MultiAttribute Models | 40 |
The Theory of Reasoned Action | 43 |
The Theory of Planned Behaviour | 45 |
Identifying Choice Criteria | 46 |
NonCompensatory Cognitive Models | 48 |
Limitations of Cognitive Choice Models | 50 |
Alternative Views on the Role of Cognitive Processes | 51 |
Peripheral and Low Involvement Information Processing | 56 |
The Elaboration Likelihood Model | 59 |
The Role of Peripheral versus Central Information Processing | 61 |
Revitalising the ThinkFeelDo Advertising Attitude Model | 64 |
Summary | 66 |
Affective Information Processing | 69 |
Affect and Personality | 70 |
Attitudes and Affect | 71 |
Affect and Mood | 72 |
Affect and Emotion | 74 |
The Neglect of Feelings in Early 19th Centurys Psychology | 76 |
Feelings in Consumer Behaviour Research Advertising | 82 |
Hedonic Consumption and FeelingsEmotions | 84 |
Consumer Satisfaction | 85 |
Influence on the Nature of Choices | 86 |
Affective Responses to Advertising | 87 |
Coping with Positive and Negative Emotions | 88 |
Investigating Feelings | 91 |
Neuroeconomics Emotions in Contemporary | 99 |
B Memory System | 115 |
Neuroeconomics | 124 |
A Background | 130 |
Testing the Propositions | 154 |
E Summary | 161 |
Further Evidence on Mental Brand Equity | 163 |
A The Background for the Replication | 164 |
Interview Procedure and Size of the Sample Evaluating Each Individual Brand | 165 |
Selection of Feeling Words for NERS Computation | 167 |
Computation of NERSScores for Brands and Categories | 169 |
Findings | 172 |
Significant Differences | 173 |
Comparing 2003 and 2004 Results | 176 |
General Results | 178 |
Users and NonUsers | 179 |
Outstanding Brands | 181 |
Other Implications of the Findings | 182 |
The Role of Emotion Revisited | 184 |
NERS in Extended Emotional Choices | 188 |
Optimal Advertising | 207 |
Optimal Advertising in a Dynamic World | 210 |
A Word on Elasticities | 215 |
B Different Ways in which Advertising Functions | 218 |
Advertising of Changes and Novelty | 219 |
Advertising in Competitive Markets | 221 |
Practical Approaches to Advertising Planning | 223 |
Advertising Budgeting | 224 |
Marginal Budgeting | 225 |
Communication Goals | 226 |
Dynamic Budgeting | 227 |
E Campaign Execution | 232 |
F Timing of Campaign or Scheduling | 233 |
G Summary | 241 |
Econometric Modeling and Short Term Effects of Advertising | 243 |
Econometric Modeling at the Aggregate Level | 244 |
Estimating Advertising Elasticities | 246 |
B Short Term Effects | 250 |
STAS Measured Through Personal Interviewing | 273 |
Summary | 281 |
Summary | 301 |
Measurements of Advertising Effects | 320 |
E Data Collection Techniques in Advertising Effectiveness Studies | 339 |
The Dynamics of NERS Scores | 345 |
Users and NonUsers | 355 |
E Advertising PreTesting Experiences | 363 |
F Emotional Responses Explaining Evaluation of Sponsorships | 374 |
G Conversion Model | 385 |
H Summary | 389 |
From Emotions to Feelings and Back | 391 |
A The Feelings that Emotions may Activate | 392 |
B Eleven Cases | 397 |
Gasoline | 400 |
Coffee | 402 |
Sweets | 403 |
The Cereals Category | 405 |
Charter Travel Companies | 407 |
Mobile Phone Companies | 409 |
Hair Shampoo | 410 |
Amusement Parks | 412 |
Toys | 413 |
Mobile Telephones | 414 |
Summarising from Feelings to Emotions and Back | 415 |
NERS Scores as they Relate to Corporate Brand Character | 416 |
Summary | 422 |
Concluding Remarks | 423 |
Reference List | 431 |
Common terms and phrases
activities adstock adver advertising effects advertising elasticity advertising spending advertising testing alternatives analysis arousal associated attitudes average awareness Bank basic BG Bank brain brand equity budget campaign changes chapter cognitive companies competitors computed conscious consumer behaviour consumer choice Danske Bank decision dimensions discussed effects of advertising Emotional Response Strength emotional response tendencies evaluation exposure factor feeling words Figure findings FMCG frequency Hansen Head & Shoulders implicit memory important individual influence Kellogg's logit model look low involvement market share marketing communication measures media group negative emotional NERS scores NERS-scores neuroeconomics non-users Nordea optimal overall particular positive and negative pre-testing product categories purchase recall reflect retention rate role seen shampoo share of market share of voice shown situation social sponse sponsorship STAS stimuli sumer Table television term effects theory tion tional tive unconscious users variables vertising