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Chapter 2: Emotion and Brands

Rosenbaum-Elliott, Percy, & Pervan:

Strategic Brand Management, 2nd edition


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What is emotion?

Reaction triad

Psychological arousal, motor expression, and subjectivefeeling

The full impact of emotions are only realized when they are

sensed and become feelings

Emotions can be primary or secondary/social

Primary

Surprise, anger, fear, disgust, sadness, and joy

Secondary Emotion through experience - social construction


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Emotion and consumer choice

Emotion can be a primary influence on thedevelopment of preferences and sometimes actuallyprecedes cognition

Mittals (1988) affect choice model Emotion- based choice is holistic, self- focused and not capable of

being verbalized.

Expressive products involve the judge directly


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Social perspectives on emotion

Many important aspects of emotion are social.

The meaning of emotion may be constructed bysocial interaction leading to an understanding of

accepted behaviour and value patterns This explains culture and sub culture differences.


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Emotional response

We can predict emotional responses when weassume that some are grounded in mechanismswhich are not voluntary and are under only limitedhuman control

The law of concern Emotional response events which support or challenge our preferred

sense of self

The law of apparent reality The importance of seeing and feeling

The law of closure Emotions tend to be absolute in their judgements

The law of the lightest load The tendency to seek to minimize negative emotion


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A conceptual model of emotion-

driven choice See Fig 2.1.

Symbolic consumption

Once a brands ability to satisfy mere physical need is

transcended, we enter the realm of the symbolic meaning of

goods

Preference formation

Self illusion Imagination and fantasy can overwhelm reason

Self focus Our assessment is more about us than it is about what is being

assessed


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A conceptual model of emotion-driven choice

Holistic perception We reach an overall evaluation which need not be traceable back to

some component attributes

Non verbal imagery Imagery has a potency unavailable to the more restricted channel of

language

Refusal of other tastes Preference may involve a negative emotional response

Justification of emotion-driven choice

Post hoc rationalization Guilt, anxiety, and regret

Hindsight bias and biased information search


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Figure 2.1


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A conceptual model of emotion-driven choice

The process of emotion- driven choice

Non-linear

Once the non- rational preference is formed it tends to driveout further rational evaluation as the emotional responses

overwhelm objective evidence and dominate consumerbehaviour


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Emotions and trust

Trust requires a move from reliance on rationalcognitions to reliance on emotion and sentiment anda developing intimacy which leads to an investmentof emotion in the person.

Low levels of perceived risk Familiarity

At higher levels of perceived risk Confidence is required

High levels of perceived risk Trust becomes necessary

See Fig. 2.2., 2.3, 2.4


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Figure 2.2


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Figure 2.3


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Figure 2.4


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Emotional brand associations

The emotional significance of a brand will influencehow much attention is paid to it, and how muchsomeone will elaborate upon its significance.

Emotional associations with brands will determinewhat information is potentially available for recallwhen making brand choice decisions.

See Tables 2.1, 2.2.


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Table 2.1


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Table 2.2

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