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Final Project
Graduate Exchange Student (Autumn 2014)
Role of Emotions in Marketing and Communication Management
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221090AKS1
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Date:
5/11/2014
Rev. 2012-05-23
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Which roles do emotions presumably play in consumers interest in SLIMs products and their
consumption?
Emotions refer to a mental state of readiness arising from cognitive appraisals of events and thoughts
and are accompanied by physiological processes (Bagozzi, Gopinath and Nyer, 1999). It differs from
moods which are longer lasting and less intense, and affect, which is an umbrella term. In consumption,
emotions arise when consumers make a decision regarding the value benefit of the consumption or the
experience they feel from it.
In a world with population of roughly 7.1 billion, over 1 million are overweight and 300 million obese.
The consequences of being overweight are two pronged. One dimension is the adverse health effects
including heart diseases, diabetes etc. The other dimension is the social exclusion they face. It can range
from having to buy two airline tickets to not finding clothes of appropriate size. People are looking for
quick fixes or short cuts out of this issue. Their emotions will hence play a role in them choosing SLIM as
a solution for their problems provided SLIM is able to cater to their needs and fit into their perception of
what is valuable, required or simply desired.
Overby and Lee (2003) link these values that a customer perceives to their preferences and they, in turn,
determine their intentions.
The positive relation between customer values judgements and preference, and between preference
and intentions, were given in context of online shopping by Overby and Lee (2003). Here we extend it a
little to generalize and apply it to the case of SLIM.
skeptical about, but still take, searching for a quick fix. Hence the strong possible link to customer
satisfaction.
Emotions can also affect cognitive processes such as memory like retrieval and encoding, categorization,
finding solutions, evaluating stimuli and processing information. It can also motivate you towards a goal
or inhibit you from it. It can affect ones state of happiness which will affect choice
All these factors point us towards the fact that people surely have a problem and from the Information
Processing Model viewpoint, will be looking to solve it. They will be looking at some utilitarian values
and also be influenced by some hedonic aspects, consciously or unconsciously. Hence, the role of
emotions towards influencing the customer
What kind of research study would you suggest SLIM to conduct to provide deeper insights
into which emotions are relevant to SLIMs product portfolio and what contribution do you
expect from the research results?
After being confident that emotions will play an important role in consumers deciding to use SLIMs
services, it is important that we find out which are the emotions which are more relevant.
Scale
First, we will need to develop or use an existing scale in order to find out where the emotions of
consumers lie regarding SLIMs products and services. Emotions can be said to operate on a continuum
depending on how much cognitive processing they require (Poels and Dewitte, 2006). At the left end,
are the emotions which require lesser cognitive processing and are more instinctively and automatically
felt, whereas the right end requires more of cognitive processing and are conscious in nature. These are
called type 1 and type 2 emotions (Rossiter and Bellman, 2005).
Babin et.al in 1994, also noted that while any correlation between the two sides is unlikely, it is also
important to note that high of one does not mean low of another.
A large number of scales have been developed, but many face the limitations that they do not include a
lot of daily emotions and/or have complex terminology which may not be understood by the respondent
(Richins, 1997). Richins (1997) developed the CES scale providing the required diversity to capture all
consumer emotions during consumption and showed that it covered a better range than other scales
like DES, PAD and Plutchik based measures. It also uses a 4-point scale in order to make it easier for the
respondent because of its more extensive coverage.
A good scale is necessary for SLIM to judge the correct valence and strength of emotions. A good scale
will cover all aspects and provide enough range and depth for respondents to answer accurately.
Methods
In terms of the methods that can be used, different types of emotions has a different method better
suited to measure it, depending on which end of the spectrum it lies on.
Self Report Measures focus more on the emotions felt by cognitive processing by a consumer. Hence
they are suited to measure the higher order or complex emotions. Lower order emotions are not
recommended to be researched by this method for the risk of being distorted because of cognitive
processing
Verbal self reports typically use a likert scale or similar in order to help consumer express their emotions
via questionnaires. The PAD scale (Mehrabian and Russel, 1974), Emotion Profile Index (Plutchik, 1980)
are some examples. This format is advantageous in the fact that it is easy, cheap and quick.
Visual Self Report is similar to verbal self report, except it uses cartoon figures to represent the
necessary emotions. These are less boring and cumbersome than verbal self report for the respondents
but Poels and Dewitte (2006) claim that some higher order processing is still involved in this measure
One drawback of these measures is the cognitive bias which affects the Self Report Measures
Autonomic Measures
Autonomic Measures are used to measure the lower order or emotions that are felt without much
cognitive processing. They use various measures like heart rate, facial muscles etc in order to find out
the lower order emotions without cognitive bias. However, they have a disadvantage that they have to
be done in unnatural lab settings thus making the respondent conscious and possibly not give accurate
response.
Hence, for SLIM, it is advisable to use one of both types of measure in order to capture the relevant
emotions at both ends of the spectrum. One can use a self report measure like verbal self report in
order to understand the higher order emotions felt by the consumers of their products and services.
These emotions include those which require high cognitive thought and essentially mean that aspects
which consumers will look closely at like benefits. One Autonomic measure like Facial Electromyography
(EMG) designed by Cacioppo, Losch, Tassinary and Petty (1986) to capture the relevant lower order
emotions like experience of using SLIMs services
Using Analytics
One can use various types of analytics to sort out, understand and derive meaning from the data
Factor Analysis
Factor analysis can depict which variables affect the dependent variables the most. This can be used to
determine which emotions reflect heavily on consumers choice, and can hence then be targeted in
SLIMs advertising efforts. It will help filter out emotions which play a lesser role.
Cluster Analysis
Cluster analysis can be used to group together similar emotions and hence target them together. This
can help SLIM in designing marketing efforts targeted towards one cluster, essentially using one or two
dimensions to target a larger group of emotions which are clustered together based on some depending
variable.
Contribution
From the research results, we will be able to find out which emotions play a more important role
regarding SLIMs products and services. The emotional reactions will also determine how the consumers
react to several facets like advertisements, brand, their intentions and hence the overall performance of
the product/service/company in the market.
Both verbal (Batra and Ray, 1986) and visual measures (Morris et al, 2002) are reported to have strong
relation to attitude towards advertisements. Authors (Batra and Ray, 1986) have also found similar
relations for attitude towards brand and purchase intention.
Emotions also determine happiness and mood and hence affect choices.
Based on your answers to questions 1 and 2, which marketing and communication efforts
would your company recommend SLIM to engage in, in order to improve their market
position?
After obtaining a detailed understanding of the emotions experienced by the consumers of the services
and products of SLIM, SLIM must look towards putting out the appropriate marketing and
communications effort in order to successfully influence the consumers to purchase their services and
hence improve their market position. The advertisements will induce emotions or act as external
stimulus for emotions leading to influence towards some key aspects. These key aspects are brand
awareness (brand recall and brand recognition), attitude towards ad (Aad), attitude towards brand (Ab),
brand preference and finally purchase intention, similar to the earlier discussed theory regarding values,
preference and intentions given by Overby and Lee (2003).
The type of advertisement depends on many factors like product category, target audience, purchase
motivation etc. The FCB grid and the Rossiter-Percy grid are the two most popular grids for identifying
how consumers evaluate the brand. Rossiter, Percy and Donovan (1991) gave several reasons as to why
the Rossiter Percy grid was a better alternative to FCB grid, most important being that it covers the
aspect of brand awareness which is a necessary prerequisite that is missing in FCB grid. Here, we will use
the Rossiter Percy grid to identify some key elements which must be considered while putting out
marketing and communication efforts.
However, it must also be noted that Pieters, et al (1999) found attention to advertisements to decrease
with repeated exposures. Hence, later on, less frequency needed.
Based on this quadrant and its dimensions, we can define how the advertisement should present itself
in the two dimensions of Involvement and Motivation.
Target Market
It must also be noted that a significant cause of excess weight is unhealthy/excess eating. This is two
pronged. As wealth rises, indulgence rises; obesity rises and hence need for SLIM. Targeting wealthier
sector in developed and developing countries is a must. On the other end of the spectrum, poor people
have limited access and healthy food is usually more expensive. Here also, SLIM is required. But they
cannot offer same services/same prices to both the target markets. A difference has to be made
Culture
Cultural difference also plays a role in terms of lifestyle habits, eating habits and perception of obesity.
Trends
Current trends of increasing consumption of fresh food, higher levels of hydration should be promoted.
People are skeptical of dietary supplements and non natural items. Indulgence is not wrong but it
needs to be propagated that one will need to avoid sugar and fat. Pharmaceuticals are booming but are
also a health hazard. People eating out is an increasing category but care must be taken to reduce
portion size, choose healthier options etc. Health clubs and sports are an increasingly popular and great
option to be promoted
Happiness
People looking for SLIM products would generally be people dissatisfied by their weights, and feeling
negative by their lack of success in achieving their goal of weight reduction. It is important to note here,
that people will be less susceptible to pre-decision distortion of choice, and favoring of leader in
accordance with Moligner (2012) and Murro & Murray (2012).
Arousal
Level of arousal affects choice. Depending on whether the particular plan of SLIM is related to being
highly active and intense or laid back, one should ensure congruent emotions in the marketing and
communication efforts for the same.
Mood
Efforts should focus on keeping or converting people to good mood as mood affects their feelings
towards the brand/choice.
At the end, people do not want to be given a diet schedule or told to work out for a number of hours.
People want miracle solutions (though not possible) and while skeptical of drugs, try them for the same
reason. This leaves ample gap for SLIM to position itself as a holistic health and wellness provider.
Bibliography
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2. Hirschman, E.C.& Holbrook, M.B. (1982). Hedonic consumption: Emerging concepts,
methods and propositions. Journal of Marketing, 46(Summer), 92-101.
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Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132140.
4. Bagozzi, R.P., Gopinath, M. &Nyer, P.U. (1999). The role of emotions in marketing.
Journal of the Academy of Marketing Science, 27(2), 184-206.
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shopping on consumer preferences and intentions. Journal of Business Research, 59,
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Appendix
1. Rossiter Percy Grid