By Arjun Chaudhuri
Emotion and cause in shopper habit offers new insights into the consequences that emotion and rational suggestion have on advertising results. It makes use of sound educational study at a degree scholars and pros can comprehend. * presents new insights on an rising subject * makes use of sound educational study at a degree scholars can comprehend * Explores pride as a power in advertising
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Additional info for Emotion and Reason in Consumer Behavior
Repetitious behavior. This is defined as “the repetitive performance of a certain act” (MacLean, 1990, pp. 146–147) or the repeated performance over and over again of a specific act, such as a display. The attention of others may be drawn by the number of displays, in addition to the magnitude of the display. ” 5. Reenactment behavior. This behavior “applies to a repeated performance in which a number of actions are meaningfully related” (MacLean, 1990, p. 147). Female green turtles on the coast of Brazil migrate 1,400 miles every 2–3 years to lay their eggs on Ascension Island, which is only 5 miles wide.
Thus, I included attitude to the ad as a dependent variable in the study to see if the results replicate any of the results for the prosocial or reptilian feelings. It has been well documented that feeling responses influence attitude to the ad (Brown & Stayman, 1992; Muehling & McCann, 1993). At the same time, Stayman and Aaker (1988) found that not all the effects of ad-induced feelings were mediated by attitude to the ad. Further, Chaudhuri and Buck (1995) tested 240 ads for prosocial and reptilian feelings and found that prosocial feelings were strongly and positively related to liking for the ad (similar to attitude to the ad) but that there was no relationship between reptilian affect and liking for the ad.
Consumers can be wrong about their beliefs about a product, but they can have no misconception about their emotional response to a product or advertisement. We, as marketers, may mistake how they feel and consumers themselves may not always reveal their true internal state. Nevertheless, if we can generate feelings, these will be genuine and accurate and, thus, more H7976-Ch02 28 11/18/05 2 5:02 PM Page 28 EMOTION AND REASON resistant to competitive claims than a rational belief in the virtues of the product.