Psychology: Emotions, feel states

 

There may indeed be some green shoots of recovery showing in the UK economy, but post-crunch psychology has set in with consumers, and many of them aren’t ready to go back to their old spending habits ...

We are in the midst of a economic crisis – the worst recession in 100 years and which may rival The Great Depression of the 1930s. This crisis demands new market research: new methods of data collecti ...

The article argues that self-report often does not accurately represent people's beliefs or behaviour. This is illustrated from a project carried out for Changing Faces, an organisation that supports

Understanding the rules of attraction can allow marketers to make a brand more attractive and ultimately "irresistible" to people. This paper examines the background to how attraction works ...

This brief study argues that in a recession many US consumers feel they are less in control of their lives and are anxious about this change. It encourages marketers to position themselves as helping

Anticipation marketing is defined as the phenomenon by which extraordinary levels of consumer anticipation are achieved prior to, upon or after launch of a product, service, brand or experience, in a

This brief study challenges the view that consumers are completely in control, and marketers should relinquish hopes of directing them. It argues that shoppers often need “nudging” towards choices, an

This MONITOR Minute explores the negative views that anxious, cash-strapped consumers share about advertising and explains the ways in which marketers can best connect with these people in an uncertai

This article summarises the book 'Predictably Irrational: the hidden forces that shape our decisions' by Dan Ariely (Harper Collins, 2008). The book's central premise is that consumers do not always a ...

Emotion is central to brand communications, but there has been a failure to define what we mean by 'emotion'. Merely distinguishing it from 'rationality' is not good enough; emotions are complex, with ...

This paper provides a theoretical framework for exploring how multi-sensory strategies can be used to understand the minds and hearts of consumers. It also assesses how this information can be used to ...

Beauty has always been a major concern for people, but in the 21st century beauty seems to have reached a new level; perfectly-styled female and male bodies and faces flood not only magazines and cale ...

Individuals, when processing information, apply a set of 'filters' to weed out what is unimportant. These filters include memories, values, beliefs, decisions and attitudes, emotional as well as logic ...

This paper presents the major results of a qual-quant survey conducted in Europe on the women's fragrance market. The results highlight the importance of the self-image that women wish to project thro ...

This paper discusses the role of fragrance descriptions versus other messaging elements as drivers for two common fragranced products - detergents and fragranced soaps. These two product areas have ve ...

The purpose of this paper is to analyse likeability. The concept has often been a key indicator for market researchers, and has generally been seen as a relatively simple and reliable measure, but it ...

Advanced consumers tend to reject objects that are made of, or associated with, the feeling of 'artificial' and 'chemical'. This process even applies to domestic cleaning products, which shows that th ...

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance ...

The subject for this issue's Comments section is neuroscience and advertising research. Three researchers who have explored this topic in depth provide their views, showing the benefits that neuroscie ...

David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used. ...

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands. In today's world of ov ...

Mitch McCasland, director of planning and brand strategy at Moroch Partners Advertising, Dallas, and Nicole Davis, brand manager for Samsung Telecommunications America, argue that marketing executives ...

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric - claimed ad awareness - aga ...

Our main purpose is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contri ...

The concept of subjective age has previously been applied to segment the senior consumers’ market: Market research has highlighted the tendency among individuals to feel younger than they actually are ...

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets. The tool Life Frames® is based on the understanding that the consumer’s demands are drive ...

Larry Percy and Flemming Hansen, from Copenhagen Business School, and Rolf Randrup, TNS/Gallup, contend that by measuring the emotional associations that consumers have with brands, managers will have ...

Recent press articles have revived interest in low attention processing, the way in which advertising can influence us even when little attention is paid to it. Here Robert Heath advises what actions ...