Consumer Emotion & Moods - Elements of Sensory Branding2 2014
Title: Consumer Emotion & Moods - Elements of Sensory Branding
Introduction
Branding and marketing in contemporary society has ultimately changed comparing with the way they are carried out in the past. In contemporary society, it is considered that consumers' emotions and moods play a drastically increasingly important role. This paper would use consumer moods and emotions and sensory branding as fundamental theoretical framework to analyse the potential impacts of emotional benefits of consumers in marketing and branding process.
Theoretical Framework - Definition of Consumer Moods & Emotions
Consumer moods and emotions are considered as increasingly important in marketing activities. They could be regarded as the feelings arising from deeply rooted perception of consumers which further reflect their value propositions and strong beliefs. As far as consumers are concerned, consumers could have experiences which can be either positive or negative. For instance, consumers may feel pleasantness or unpleasantness when watching advertisements of particular products, or have different sorts of feelings towards the functionality, inherent value and design of specific product or service offerings. These feelings and reactions are partly based on consumers' beliefs, motives, cognition, experiences, learning and socialization processes. Consumers may as well experience varying feelings in terms of sadness and joy with respects to correspondingly varying brands and other relevant marketing stimuli or incentives. Such emotions are considered to be similar to the bridges linking consumers' experience and moods to the perception of specific brands or marketing activity. These experience then facilitate to form perceived images of the brands and therefore, consumers' emotions and moods are considered as increasingly important and could have significant implications for marketers in marketing management processes.
Critical Analysis - Importance of Psychological States
In
Introduction
Branding and marketing in contemporary society has ultimately changed comparing with the way they are carried out in the past. In contemporary society, it is considered that consumers' emotions and moods play a drastically increasingly important role. This paper would use consumer moods and emotions and sensory branding as fundamental theoretical framework to analyse the potential impacts of emotional benefits of consumers in marketing and branding process.
Theoretical Framework - Definition of Consumer Moods & Emotions
Consumer moods and emotions are considered as increasingly important in marketing activities. They could be regarded as the feelings arising from deeply rooted perception of consumers which further reflect their value propositions and strong beliefs. As far as consumers are concerned, consumers could have experiences which can be either positive or negative. For instance, consumers may feel pleasantness or unpleasantness when watching advertisements of particular products, or have different sorts of feelings towards the functionality, inherent value and design of specific product or service offerings. These feelings and reactions are partly based on consumers' beliefs, motives, cognition, experiences, learning and socialization processes. Consumers may as well experience varying feelings in terms of sadness and joy with respects to correspondingly varying brands and other relevant marketing stimuli or incentives. Such emotions are considered to be similar to the bridges linking consumers' experience and moods to the perception of specific brands or marketing activity. These experience then facilitate to form perceived images of the brands and therefore, consumers' emotions and moods are considered as increasingly important and could have significant implications for marketers in marketing management processes.
Critical Analysis - Importance of Psychological States
In