What Is Important
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What is important
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is that all theorists agree that emotions
exist, that they alter how people perceive
the environment, and that they appear to
motivate behaviour. How exactly emotions
motivate behaviour, or behaviour change,
has been a thorny question for social
scientists for years.
This Importantly, it deals with
for consumers, the most important function of emotion is to make up for the insuffi ciency of reason when making choice decisions. To the customer, emotion is what provides the weighting among otherwise equal choices. What prompts that emotion is a matter of both the characteristics of the product (the advertising, the packaging, etc) and the context in which the product is presented — the physical and relational qualities of the environment that surrounds the product — that elicit reactions in the consumer. For example, given the choice between many different brands, the emotions elicited by the environment, the package branding, past experiences with a given brand and prior exposure to marketing communications will cause the consumer to place greater weight on one product over another.
Advertising
that stimulates a general positive feeling
( I like doughnuts ) may not translate
into purchase of the advertised brand of
doughnut, such as Krispy Kreme Donuts,
in particular, but any doughnut.
Advertising needs to generate a specifi c
feeling, an I like to eat Krispy Kreme
Donuts feeling.
Recent investigations into the impact
of affect on reactions to advertising confi rm
that emotion does play an important role
in consumer reactions to marketing
messages. Affect generated by an ad is a
strong predictor of purchase intent,
stronger than either cognition or brand
interest. 31
In fact, merely liking an
ad is enough to stimulate purchase. 32
Feelings about an ad contribute signifi –
MORRISON AND CRANE
414 © 2007 PALGRAVE MACMILLAN LTD 1350-23IX $30.00 BRAND MANAGEMENT VOL. 14, NO. 5, 410-421 MAY 2007
cantly to attitudes toward an ad and beliefs
about the brand being advertised, independent
of semantic judgments about the
ad. This effect is greatest when the ad, or
message, is transformational (evokes the
experience of brand consumption) rather
than informational. 33 This lends some
support to the idea that marketing
messages need to be tailored to fi t the
specifi c emotional state that will result in
product purchase. For example,
many services are intangible. Consumers
cannot pick up a service, kick its tires or
otherwise evaluate it before consumption.
Services consumption also relies on the
performance of another human being.
The ability of that person to perform the
service as expected can only be estimated
by the prospective consumer. Finally, services
inherently involve the customer in
the creation of the fi nal product. Because
the consumer is actively engaged in the
service experience, and has more investment
in the interaction, emotions are
likely to be more signifi cantly engaged by
many service encounters than by advertisements
or product purchases. 36
Based on the model presented
Because
the consumer is actively engaged in the
service experience, and has more investment
in the interaction, emotions are
likely to be more signifi cantly engaged by
many service encounters than by advertisements
or product purchases. 36
Emotion will play a role
in the purchase decision when there is not
enough information to discern between
alternative products. Given the nature of
services, it is likely that emotion may play
a strong role in evaluating three of the
aforementioned criteria.
For example, the
technical capabilities of a service provider
may not be known, or may not be knowable
in the case of high credence services.
Because people are generally
motivated