Emotions, advertising and consumer choice / / Flemming Hansen & Sverre Riis Christensen ; with research assistance by Steen Lundsteen

• Autore: Hansen Flemming
• Pubblicazione: [Denmark], : Copenhagen Business School Press, 2007
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (462 p.)
• Disciplina: 658.8/342
• Soggetto topico: Consumer behavior; Advertising - Psychological aspects
• Classificazione: 85.40
• Altri autori: ChristensenSverre Riis
• Note generali: Bibliographic Level Mode of Issuance: Monograph
• Nota di bibliografia: Includes bibliographical references (p. [431]-462).
• Nota di contenuto: Emotions, Advertising and Consumer Choice -- FOREWORD -- PART I - Emotions in Consumer Choice -- CHAPTER I: The Origin of Consumer Choice Theory -- 1. Marketing Theory -- 2. Early Consumer Behaviour Research -- 3. Consumer Behaviour as a Discipline -- 4. The Content of the Present Book -- 5. The Aim of the Book -- Overview -- CHAPTER II: Consumer Behaviour and Cognitions -- A. Consumer Behaviour -- B. Consciousness and Cognition -- 1. Cognitive Consumer Choice Models -- 2. Decision Processes -- 3. The Activated Cognitive Structure -- 4. Multi-Attribute Models -- 5. The Theory of Reasoned Action -- 6. The Theory of Planned Behaviour -- 7. Identifying Choice Criteria -- 8. Non-Compensatory Cognitive Models -- C. Limitations of Cognitive Choice Models -- 1. Attitude and Choice -- 2. Alternative Views on the Role of Cognitive Processes -- 3. Peripheral and Low Involvement Information Processing -- 4. The Elaboration Likelihood Model -- 5. The Role of Peripheral versus Central Information Processing -- 6. Revitalising the Think-Feel-Do Advertising Attitude Model -- D. Summary -- CHAPTER III: Affective Information Processing -- A. The Role of Affect in Consumer Choice -- 1. Affect and Personality -- 2. Attitudes and Affect -- 3. Affect and Mood -- 4. Affect and Emotion -- B. Emotions are Different from Feelings -- 1. The Neglect of Feelings in Early 19th Century's Psychology -- 2. Feelings in Psychology -- C. Feelings in Consumer Behaviour Research and Advertising -- 1. Hedonic Consumption and Feelings/Emotions -- 2. Mere Exposure -- 3. Consumer Satisfaction -- 4. Attitudes and Emotions as Separate Constructs -- 5. Social Feelings -- 6. Influence on the Nature of Choices -- 7. Moods -- 8. Affective Responses to Advertising -- 9. Coping with Positive and Negative Emotions -- 10. Feeling Dynamics -- D. Investigating Feelings. ; 1. Interview Based Measures -- 2. Manipulating Feelings -- 3. Psycho-Physiological Measures -- 4. Physiological Measures -- 5. Facial Expressions -- E. CMC Evidence -- 1. Arousal or Not? -- F. Summary -- CHAPTER IV: Neuroeconomics: Emotions in Contemporary Neuropsychologial Theory and in Consumer Choice -- A. Background -- 1. Emotions in Contemporary Neurological and Neuropsychological Research -- 2. The Nature of Emotions -- 3. On Rats and Fear -- 4. Emotions and Feelings -- 5. The Evolution of Emotions -- 6. Consciousness, Feelings and Emotions -- 7. Basic and Social Emotions: Few or Many Different Emotional Brain Processes? -- 8. Emotions, Arousal and Involvement -- 9. Background Emotions and Moods -- B. Memory System -- 1. Memory and Emotions -- 2. The Somatic Marker Hypothesis -- C. Emotions in Consumer Choice Behaviour -- 1. Three Kinds of Choice Situations -- D. Neuroeconomics -- E. Summary -- CHAPTER V: Measuring Emotional Response Tendencies -- A. Background -- 1. From Emotions to Feelings - and Back -- 2. Propositions -- B. The Project -- 1. Data Collection -- 2. The Choice of Brands and Stimuli -- 3. The Choice of Feeling Words -- 4. Data Analysis and Raw Data -- 5. Standard Analytical Procedure -- 6. Analyzing the Shampoo Category -- 7. Computing Emotional Response Strength -- 8. Feeling Statements Dominating the Responses in all 4 Rossiter/Percy Grid Quadrants -- C. Testing the Propositions -- D. Discussion and Conclusion -- 1. Emotion and Brand Equity -- 2. NERS and NUMS -- 3. Methodological Comments -- E. Summary -- CHAPTER VI: Further Evidence on Mental Brand Equity -- A. The Background for the Replication -- B. Procedure -- 1. Number of Feeling Words -- 2. Interview Procedure and Size of the Sample Evaluating Each Individual Brand -- 3. Selection of Feeling Words for NERS Computation. ; 4. Computation of NERS-Scores for Brands and Categories -- C. Findings -- 1. Comparison between 2003 and 2004 Scores -- 2. Significant Differences -- 3. Differences Occurring Because of Different Computation Methods -- 4. Comparing 2003 and 2004 Results -- 5. Two or more Emotional Dimensions? -- 6. General Results -- 7. Users and Non-Users -- 8. Outstanding Brands -- 9. Other Implications of the Findings -- D. The Role of Emotion Revisited -- 1. NERS in Straight Emotional Choices -- 2. NERS in Extended Emotional Choices -- 3. NERS of Individuals -- 4. NERS in Consumption -- 5. Marketing Communication and NERS -- 6. Emotions and Behaviour in General -- E. Summary -- Part II - Marketing Communication - and Emotions -- CHAPTER VII: The Role of Advertising -- A. Optimal Marketing Strategy -- 1. Optimal Decision Making -- 2. The Dorfman-Steiner/Barfod Theorem -- 3. Optimal Advertising -- 4. Optimal Advertising in a Dynamic World -- 5. A Word on Elasticities -- B. Different Ways in which Advertising Functions -- 1. Advertising of Changes and Novelty -- 2. Advertising in Competitive Markets -- C. Practical Approaches to Advertising Planning -- 1. Advertising Budgeting -- 2. Budgeting with a Fixed Share of Revenue or Profit -- 3. Marginal Budgeting -- 4. Communication Goals -- 5. Dynamic Budgeting -- D. Media Group Comparisons -- E. Campaign Execution -- F. Timing of Campaign or Scheduling -- G. Summary -- CHAPTER VIII: Econometric Modeling and Short Term Effects of Advertising -- A. Approaches to the Study of Advertising Effects -- 1. Econometric Modeling at the Aggregate Level -- 2. Estimating Advertising Elasticities -- 3. Advertising Response Modeling with Interview Data at the Individual Level -- B. Short Term Effects -- 1. Modeling at the Level of the Individual Respondent with Single Source Data -- 2. Purchase-Viewing Bias. ; 3. Promotion and other Effects -- 4. STAS and Logit Modeling -- 5. Comparing STAS and Logit Results -- 6. STAS Results -- 7. Logit Model Results -- 8. Estimating Retention Rates and Advertising Elasticities -- 9. Implications -- C. STAS Measured Through Personal Interviewing -- 1. Awareness Effect -- 2. Short-term Sales Effect -- D. Summary -- CHAPTER IX Medium and Long Term Effects of Advertising -- A. Medium Term Effectiveness -- B. Long-Term Effects -- 1. Method -- 2. Analysis and Results -- 3. High Voice and Low Voice Product Categories -- 4. Oligopoly and Competitive Markets -- 5. Share of Voice and Share of Market in Individual Markets -- a. Breakfast Cereals -- b. Chocolate Bars -- c. Automatic Washing Powder -- d. Canned Soup -- e. Household Cleaners -- f. Margarine -- C. Summary -- CHAPTER X Measuring Advertising's Effects -- A. The Economic Argument for Testing Advertising and Monitoring its Effects -- 1. Financial Responsibility -- 2. Costs of Testing -- 3. Timing -- 4. Test Validity -- 5. The Communication Gap Between Researchers and the Creative People -- 6. Interpretation -- B. Some Important Distinctions -- 1. The Advertising Development Process -- 2. Quantitative versus Qualitative Approaches -- 3. Sensitivity versus Validity -- 4. Exposure versus Effect Measures -- C. Modeling the Advertising Effectiveness Process -- 1. The Age of Recognition versus Recall, 1930-70 -- 2. Qualitative Research -- 3. The Age of Advertising Evaluation, 1940-65 -- 4. The Persuasion Age, 1960 - to Date -- 5. Contemporary Views -- a. Revival of Multi-Attribute Modeling -- b. Feelings in Response to Advertising -- c. Central vs. Peripheral Information Processing -- d. Testing with Multiple Variables -- D. Measurements of Advertising Effects -- 1. Qualitative Data -- 2. Mechanical Measures of Effect -- 3. A. Advertising Recall -- 3. B. Brand Recall. ; 4. Scaled Measures -- a. Attitudes towards the Ad (A-Ad) -- b. Feelings -- c. Liking -- d. Attitudes towards the Brand (A-Brand) -- e. Brand Preferences -- f. Persuasion Scores -- 5. Market Measures -- a. Sales Data -- b. Aggregated Consumer Data -- c. Behavioural Data at the Individual Level -- d. Other Market Related Behavioural Data -- E. Data Collection Techniques in Advertising Effectiveness Studies -- 1. Concept Testing -- 2. Pre-testing: Tests of Art Work at Varying Stages -- 3. "Day-After Tests" -- 4. Split Cable and Similar Test Designs -- 5. Test Marketing -- 6. Post-Testing -- 7. Advertising Modeling -- F. Summary -- CHAPTER XI The Dynamics of NERS Scores:Tracking and Testing -- A. Changes in NERS Scores from 2003-2004 -- 1. Cereals -- 2. Amusement Parks -- 3. Banks -- 4. Gasoline -- 5. Newspapers -- 6. Mobile Phone Companies -- 7. Shampoo -- 8. The Bread Category -- 9. Conclusion -- B. Systematic Changes between 2003 and 2004 -- 1. Changing Spending and Changing NERS -- 2. Changing NERS Scores and Campaign Effectiveness -- C. Users and Non-Users -- D. NERS Scores for Leading Political Candidates -- E. Advertising Pre-Testing Experiences -- 1. 28 ELAM Pre-Tests -- 2. Experiences from International Pre-Testing -- 3. Emotional Responses to different Design Lines -- F. Emotional Responses Explaining Evaluation of Sponsorships -- 1. First Sponsorship Study, 1999 -- 2. Second Sponsorship Study, 2001 -- 3. Third Sponsorship Study, 2003 -- G. Conversion Model -- H. Summary -- CHAPTER XII From Emotions to Feelings - and Back -- A. The Feelings that Emotions may Activate -- B. Eleven Cases -- 1. The Nordea Case -- 2. Gasoline -- 3. Coffee -- 4. Sweets -- 5. The Cereals Category -- 6. Charter Travel Companies -- 7. Mobile Phone Companies -- 8. Hair Shampoo -- 9. Amusement Parks -- 10. Toys -- 11. Mobile Telephones. ; 12. Summarising from Feelings to Emotions and Back.
• Sommario/riassunto: This 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.
• Titolo autorizzato: Emotions, advertising and consumer choice
• ISBN: 9788763099882; 8763099888
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910954818103321
• Lo trovi qui: Univ. Federico II