Consumer Behavior Week 3: Affective & Emotional Consumer Responses | Quizlet

hot cognition

processing emotionally relevant features of stimuli

cool cognition

processing under low arousal/low emotion. based on attention, memory.

automatic evaluation

we evaluate the emotional significance of many different stimuli

appraisal theory of emotions

appraisals cause emotion, these appraisals are:
1. motivational state
2. situational state
3. probability
4. legitimacy
5. causal agency

importance of affect

can create long-lasting favorable attitudes and influence product evaluations, can also lead to higher product engagement.

when can affect have an impact?

when there is a match between product and our personal feelings, time pressure and seeing others experience an emotion.

how to measure emotions?

fMRI, eye tracking, facial expressions, biometrics, EEG

what are moods?

temporary and general feelings of state often characterized by simple definitions
- lasts longer and is less intense than emotions

what are emotions?

specific psychobiological reactions to appraisals

main point of paper (sanbonmatsu & kardes, 1988)

attention can be selective under high arousal, less attention o cues that need cognitive ability.
- logical arguments are more effective under moderate arousal
- endorser status more effective under high arousal

+ congruency (di murro & murray, 2012)

consumers in a positive mood are more likely to prefer products that are congruent with level of arousal and valence of current mood.

- congruency (di murro & murray, 2012)

consumers in a negative mood are more likely to prefer products that are incongruent with level of arousal and valence of current mood.

valence & arousal: experimental procedure (di muro & murray, 2012)

2 (level of arousal: high vs low) x 2 (mood valence: positive vs negative)
- high arousal & positive: grapefruit scent, low concentration
- low arousal & positive: lavender scent, low concentration
- high arousal & negative: grapefruit scent, high concentration
- low arousal & negative: lavender scent, high concentration

choice
- ice tea -> low arousal
- energy drink -> high arousal

valence & arousal: results (di muro & murray, 2012)

- positive valence and low arousal: ice tea
- positive valence and high arousal: energy drink
- negative valence and low arousal: energy drink
- negative valence and high arousal: ice tea

basic emotions

happiness, sadness, fear, anger, surprise, disgust, fear
- can be recognized from facial expressions

secondary emotions

guilt, hope, sympathy
- can have an impact on the way we behave

arousal

defined as the level of alertness or activation

physiological arousal is influenced by

presence of others, physical exertion, performance feedback, caffeine or alcohol

moderate level of arousal

is crucial to motivate or engage the person in elaboration process
- optimal arousal

high level of arousal

reduced the processing capacity for performing cognitive tasks, performance on these tasks are disrupted.

share vs click

-positive emotions lead to more shares
-negative emotions lead to more clicks: attracts attention faster, stronger reactions

amusement & sharing: experimental procedure (Berger & Milkman, 2012)

- low amusement condition: hiring a farmer for pork product company as spokesperson
- high amusement condition: hiring a rabbit

- dv: sharing the stroy about the recent campaign

amusement & sharing: results (Berger & Milkman, 2012)

high amusement had higher willingness to share, but positive emotions on their own aren't enough, arousal can bring an increase in sharing

amusement & anger: experimental procedure (Berger & Milkman, 2012)

-high anger: guitars of a music group were damaged on an airline, airline will not pay for damages
-low anger: guitars of a music group were damaged on an airline, airline will pay for damages

dv: sharing the customer experience

amusement & anger: results (Berger & Milkman, 2012)

high anger condition people were more likely to share their story.

ad-evoked emotions

positive ads are preferred over negative ads.
- direct effect: positive feelings of ad are associated with brand
- affect transfer: favorable attitude towards ad transfer to favorable attitudes about brand

ad-evoked emotions: experimental procedure & results (Pham et al., 2013)

- utilitarian products: functional benefit
- hedonic: emotional benefit

result: positive emotional ads improve brand attitudes esp for hedonic products

peak-end rule

overall evaluations are effected largely by the peak and the end emotion of an ad rather then the total duration of the experience

surprise and happiness in ad

- surprise is the most effective way to capture attention
- happiness is the good to retain attention

negative emotions and ads

amount of donation is higher when the victims are sad in an ad. level of sympathy is higher when the victim is sad.

disgust and fear in ads

-fear appeals use threats to motivate people to reduce risky behaviors
- disgust usage such as rotting teeth on a cig pack, combination of disgust and fear increases message persuasion

guilt in ads

effective way to attract consumer attention can even change behavior of consumers

persuasion & regulatory fit

- promotion focused: hope to achieve positive outcomes, focus on promoting a feeling
- prevention focused; avoid negative outcomes, focus on features that increase safety

consumer's attitude toward product depends on fit between consumer goal and strategy to achieve the goal

valence & arousal music: experimental procedure (di murro & murray, 2012)

- slow tempo: low arousal
- high tempo: high arousal
- major key: positive valence
- minor key: negative valence