Ryan Bidlack

1. The Role of Emotions in Marketing (Bagozzi, Gopinath, Nyer) Ryan Bidlack

2. Introduction Emotions in Marketing

3. IntroductionRemember This? Affect, Belief, and Attitude • Affect • The feelings, emotions, and moods that consumer may experience • Belief • The cognitive knowledge about an object • Attitude • A person’s enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies some object or idea. Emotions in Marketing

4. EmotionsDefinitions • Emotion • A mental state of readiness that arises from cognitive appraisals of events or thoughts • Has a phenomenological tone • Is accompanied by physiological processes • Is often expressed physically • May result in specific actions to affirm or cope with the emotion • Mood • Longer lasting and lower intensity than an emotion • Not as directly coupled with action tendencies and explicit actions • Generally non-intentional and global or diffused Emotions in Marketing

5. EmotionsDefinitions • Attitudes • Often considered instances of affect • Same measures used on occasion to indicate emotions and attitudes • Pleasant-unpleasant, happy-sad, interested-bored • However, may be defined as evaluative judgments (measured by good-bad reactions) **All of these terms (Affect, Emotions, Moods, and Attitudes) have frequently been used inconsistently in literature.** Emotions in Marketing

6. EmotionsDefinitions • More intense • Strength of felt subjective experience • Magnitude of physiological response • Extent of bodily expression • Have a specific referent • Relevant to oneself • UNIQUE psychological appraisal made by the person evaluating and interpreting the events and circumstances • Different people can have different emotional reactions to the same event or happening • *Or, no emotional reactions at all Emotions in Marketing

7. EmotionsRoseman’s Appraisal Theory of Emotions • Lacking some distinctions • Shame, guilt, embarrassment Emotions in Marketing

8. EmotionsTreatment of Goals • Communicative Theory of Emotions • Emotions function to coordinate parts of one’s cognitive system so as to manage responses • Change to new activities or maintain desired states • Positive emotions = Attainment of goal • Negative Emotions = Failure to attain goal • Coping • Maintain positive emotional state • Share experience, savor moment • Shift away from negative emotional state • Problem-focused – alleviate the sources of distress • Emotion-focused – change the meaning of the source of the distress or avoid thinking about the problem Emotions in Marketing

9. EmotionsAction Tendencies Stimulus Event Event Coding Action Appraisal Action Readiness Arousal Emotions in Marketing

10. EmotionsCoping Responses • Outcome-desire conflicts • Happens when one fails to achieve a goal or experiences an unpleasant event* • Reactions: Anger, shame, guilt, etc. • Response: Remove or undo harm, obtain help, increase effort • Outcome-desire fulfillment • Happens when one achieves a goal, experiences a pleasant event, or avoids an unpleasant one* • Reactions: Joy, elation, satisfaction, pride, etc. • Responses: Intention to maintain, increase, share, enjoy outcome Emotions in Marketing

11. EmotionsCoping Responses • Outcome-desire avoidances • Results from the anticipation of unpleasant outcomes or goals* • Reactions: Fear or its variants • Response: Avoid undesirable outcome or reinterpret the threat • Outcome-desire pursuits • Results from the anticipation of pleasant goals or outcomes* • Reactions: Hope • Responses: Facilitate outcome attainment and sustain commitment and vigilance Theory of Self-Regulation Emotions in Marketing

12. EmotionsMeasurement • Most common method for measuring? • Ask! (Self Reporting) • Marketers traditionally rely on self reporting • Multiple emotional scales (up to 94 items) condensed to more basic dimensions • Upbeat feelings, negative feelings, warm feelings • Pleasure, arousal, domination • Positive effect, negative effect Emotions in Marketing

13. EmotionsMeasurement: Two-Factor Structure of Affect • Emotions exist in bipolar categories • Happy-sad, nervous-relaxed • Doesn’t consider the conditions • Doesn’t capture subtle differences in emotions • Misses love disgust, pride, hope, guilt, shame, etc. Emotions in Marketing

14. EmotionsMeasurement • When do we get discrete emotions instead of groupings of emotions? • Emotions and their subsequent reactions are so closely related • Discrete emotions are difficult to create • Stimulus ads, products, or brands are complex, producing multiple measures of emotions • Bipolarity, independence, and concomitance depend on gender, culture and target of one’s emotions Emotions in Marketing

15. EmotionsMeasurement: Recommendations • Unipolar scales as opposed to bipolar scales • Lessens obscurity among emotional dimensions • At least 5, preferably 7-9 scale steps should be used for each item • At least 3 items should be used for each emotional subcategory Emotions in Marketing

16. ArousalWhat Role Does it Play? • Physiological responses are detected and then interpreted as emotional experiences • Good for “strong” emotions • Less useful for “subtler” emotions • Do emotions or moods trigger buying responses? • “Mere exposure” effect • Familiarity • One stimulus attached to another • Classical conditioning • Excitation-transfer model • One stimulus produces arousal; introducing a second stimulus may allow second stimulus to take credit for the arousal Emotions in Marketing

17. ArousalWhat Role Does it Play? • Arousal is controlled by neural systems in the brain • Research to date is limited and concentrated on a small number of emotions (fear) • Appraisal theories have not done a good job incorporating arousal into their frameworks • Arousal is countered by self-control • Arousal is the “automatic” portion of emotion • Needs more research tying it to cognitive appraisals Emotions in Marketing

18. Emotions in Consumer ResponsesAffective Response • Positive affective response categories • Surgency-elation-vigor/activation (SEVA) • Upbeat, happy mood reactions • Deactivation • Soothing, relaxing, quiet, pleasing reactions • Social Affection • Warmth, tenderness, caring • Useful as markers or indicators of effectiveness of ad • Also, the program surrounding the ad effects the ad’s evaluation and recall Emotions in Marketing

19. Emotions in Consumer ResponsesAttitudes Towards Ads • Attitude toward an ad is a function of feelings about the ad itself. • Low-involvement – feelings are more important than thoughts • High-involvement – both feelings and thoughts are important • Low repetition – feelings have stronger effect -Why? Emotions in Marketing

20. Emotions in Consumer ResponsesAs Moderators • Emotions serve as moderators in their impact on the attitude towards a brand • Creates a bias against negative thoughts • Reduces total cognitive elaboration • “I feel good about this product, I don’t want to change my attitude, so I’m not going to do much work to do so.” • Elaboration Likelihood Model (ELM) • Low information processing = emotional content is processed more readily • High information processing = emotional content may not be a factor Emotions in Marketing

21. Emotions in Consumer ResponsesBeyond ELM • Information processing is moderate • Positive moods lead to less processing of arguments • Wegener – leads to more processing of arguments when “uplifting” position was taken • Less when a “depression” position was taken • Sad or neutral moods lead to more effortful processing • People, when in a happy mood, try to maintain their mood and thus process less of the depression content • Wegener – good outcomes seem better and more likely to occur while in a good mood and vice versa Emotions in Marketing

22. Emotions Influences on Cognitive Processes • Memory • Retrieval effects • Encoding effects • State-dependent effects • Interference occurs when moods are different at time of learning and recalling • Negative affect has small or no effect on recall of negative material • Positive moods lead to better interconnectivity of positive memories • Mood maintenance and repair Emotions in Marketing

23. Emotions Influences on Cognitive Processes • Mood, Categorization and Creativity • People in positive mood states are better at: • Integrating information • Finding relationships among stimuli • Finding creative solutions Emotions in Marketing

24. Emotions Influences on Cognitive Processes • Mood Effects on Evaluation • Best recognized and most robust effects of mood • Individuals in positive mood states evaluate more positively • Individuals may assume their mood is caused by product/service being evaluated • Sunny day = better life satisfaction • Cloudy day = ? • Feelings substitute for information when evaluation task is: • Affective in nature • Other information is lacking • Information is complex • When there are time constraints • Sound familiar???? Emotions in Marketing

25. Emotions Influences on Cognitive Processes • Any other examples? Emotions in Marketing

26. Emotions Influences on Cognitive Processes • Mood Effects on Information Processing • Positive moods = less systematic processing, more heuristic processing • Negative moods = greater systematic processing • WHY? • Positive memories are highly interconnected, so more effort is required to retrieve them • Mood maintenance • Negative affective state signals that there is a problem and thus leads to better problem-solving methods (systematic) • MOOD MAINTENANCE Emotions in Marketing

27. Emotions Influences on Cognitive Processes • Affect Infusion Model • Various models explaining mood effects are all complemetary, not competing • Affect is infused into judgmental processes when the judgment requires a high degree of constructive processing • Low affect infusion strategies • Direct-access processing • Motivated processing • High affect infusion strategies • Heuristic processing • Substantive processing Emotions in Marketing

28. Emotions Influence on Volitions, Behavior and Decisions to Help • Emotions invoke action or inhibit or restrain action • People are motivated to choose actions promoting positive affect and avoiding the negative affect associated with goal attainment and goal failure • Negative emotions usually have dysfunctional effects • However, negative emotions can trigger empathy and enhance decisions to help • Goal-setting • Emotions are usually at the superordinate level • “Why do I want to achieve that for which I strive?” Emotions in Marketing

29. Emotions Customer Satisfaction • The impact of emotions on post-purchase reactions is important • Unfortunately, it is unclear whether satisfaction is phenomenologically distinct from many other positive emotions • Satisfaction is neither a basic emotion nor a central emotional category in leading theories of emotions • Final Note: Emotions are most often interpersonal or group-based responses • Research is individualistic Emotions in Marketing