Emotions, advertising and consumer choice:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Copenhagen
Copenhagen Business School Press
2007
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 462 S. |
| ISBN: | 9788215011844 9789147087655 9788763001984 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text |
Table
of
Contents
FOREWORD
11
PART
I
-
Emotions in Consumer Choice
15
CHAPTER I: The Origin of Consumer Choice Theory
17
1.
Marketing Theory
17
2.
Early Consumer Behaviour Research
18
3.
Consumer Behaviour as a Discipline
20
4.
The Content of the Present Book
21
5.
The Aim of the Book
23
Overview
24
CHAPTER II: Consumer Behaviour and Cognitions
29
A Consumer Behaviour
29
В
Consciousness and Cognition
31
1.
Cognitive Consumer Choice Models
32
2.
Decision Processes
38
3.
The Activated Cognitive Structure
38
4.
Multi-Attribute Models
40
5.
The Theory of Reasoned Action
43
6.
The Theory of Planned Behaviour
45
7.
Identifying Choice Criteria
46
8.
Non-Compensatory Cognitive Models
48
С
Limitations of Cognitive Choice Models
50
1.
Attitude and Choice
50
2.
Alternative Views on the Role of Cognitive Processes
51
3.
Peripheral and Low Involvement Information Processing
56
4.
The Elaboration Likelihood Model
59
5.
The Role of Peripheral versus Central Information Processing
61
6.
Revitalising the Think-Feel-Do Advertising Attitude Model
64
D
Summary
66
CHAPTER III: Affective Information Processing
69
A The Role of Affect in Consumer Choice
69
1.
Affect and Personality
70
2.
Attitudes and Affect
71
3.
Affect and Mood
72
4.
Affect and Emotion
74
В
Emotions are Different from Feelings
74
1.
The Neglect of Feelings in Early
19
Century's Psychology
76
2.
Feelings in Psychology
76
С
Feelings in Consumer Behaviour Research
&
Advertising
82
1.
Hedonic Consumption and Feelings/Emotions
84
2.
Mere Exposure
84
3.
Consumer Satisfaction
85
4.
Attitudes and Emotions as Separate Constructs
85
5.
Social Feelings
85
6.
Influence on the Nature of Choices
86
7.
Moods
86
8.
Affective Responses to Advertising
87
9.
Coping with Positive and Negative Emotions
88
Emotions,
Advertising and Consumer Choice
10.
Feeling Dynamics
90
D
Investigating Feelings
91
1.
Interview Based Measures
92
2.
Manipulating Feelings
92
3.
Psycho-Physiological Measures
92
4.
Physiological Measures
92
5.
Facial Expressions
92
E
CMC Evidence
93
1.
Arousal or Not?
95
F
Summary
95
CHAPTER IV: Neuroeconomics: Emotions in Contemporary
Neuropsychological Theory and in Consumer Choice
99
A Background
100
1.
Emotions in Contemporary Neurological and Neuropsychological
Research
100
2.
The Nature of Emotions
101
3.
On Rats and Fear
105
4.
Emotions and Feelings
108
5.
The Evolution of Emotions
109
6.
Consciousness, Feelings and Emotions
111
7.
Basic and Social Emotions: Few or Many Different Emotional Brain Proc¬
esses?
112
8.
Emotions, Arousal and Involvement
113
9.
Background Emotions and Moods
114
В
Memory System
115
1.
Memory and Emotions
116
2.
The Somatic Marker Hypothesis
117
С
Emotions in Consumer Choice Behaviour
118
1.
Three Kinds of Choice Situations
122
D
Neuroeconomics
124
E
Summary
127
CHAPTER V: Measuring Emotional Response Tendencies
129
A Background
130
1.
From Emotions to Feelings
-
and Back
130
2.
Propositions
132
8
The Project
133
1.
Data Collection
133
2.
The Choice of Brands and Stimuli
134
3.
The Choice of Feeling Words
134
4.
Data Analysis
&
Raw Data
136
5.
Standard Analytical Procedure
139
6.
Analyzing the Shampoo Category
142
7.
Computing Emotional Response Strength
146
8.
Feeling Statements Dominating the Responses in All
4
Rossiter/Percy Grid
Quadrants
149
С
Testing the Propositions
154
D
Discussion and Conclusion
155
1.
Emotion and Brand Equity
156
2.
NERSand NUMS
159
3.
Methodological Comments
160
E
Summary
161
Table
of
Contents
CHAPTER VI: Further Evidence on Mental Brand Equity
163
A The Background for the Replication
164
В
Procedure
164
1.
Number of Feeling Words
164
2.
Interview Procedure and Size of the Sample Evaluating Each Individual
Brand
165
3.
Selection of Feeling Words for NERS Computation
167
4.
Computation of NERS-Scores for Brands and Categories
169
С
Findings
172
1.
Comparison between
2003
and
2004
Scores
172
2.
Significant Differences
173
3.
Differences Occurring Because of Different Computation Methods
173
4.
Comparing
2003
and
2004
Results
176
5.
Two or more Emotional Dimensions?
176
6.
General Results
178
7.
Users and Non-Users
179
8.
Outstanding Brands
181
9.
Other Implications of the Findings
182
D
The Role of Emotion Revisited
184
1.
NERS in Straight Emotional Choices
184
2.
NERS in Extended Emotional Choices
188
3.
NERS of Individuals
191
4.
NERS in Consumption
192
5.
Marketing Communication and NERS
193
6.
Emotions and Behaviour in General
193
E
Summary
196
PART II
-
Marketing Communication
-
and Emotions
197
CHAPTER
VII:
The Role of Advertising
199
A Optimal Marketing Strategy
201
1.
Optimal Decision Making
204
2.
The Dorfman-Steiner/Barfod Theorem
204
3.
Optimal Advertising
207
4.
Optimal Advertising in a Dynamic World
210
5.
A Word on Elasticities
215
S
Different Ways in which Advertising Functions
218
1.
Advertising of Changes and Novelty
219
2.
Advertising in Competitive Markets
221
С
Practical Approaches to Advertising Planning
223
1.
Advertising Budgeting
224
2.
Budgeting with a Fixed Share of Revenue or Profit
224
3.
Marginal Budgeting
225
4.
Communication Goals
226
5.
Dynamic Budgeting
227
D
Media Group Comparisons
227
E
Campaign Execution
232
F
Timing of Campaign or Scheduling
233
G
Summary
241
CHAPTER
VIII:
Econometric Modeling and Short Term Effects
of Advertising
243
A Approaches to the Study of Advertising Effects
243
1.
Econometric Modeling at the Aggregate Level
244
2.
Estimating Advertising Elasticities
246
Emotions,
Advertising and Consumer Choice
3.
Advertising Response Modelling with Interview Data at the Individual
Level
247
В
Short Term Effects
250
1.
Modelling at the Level of the Individual Respondent with Single Source
Data
250
2.
Purchase-Viewing Bias
259
3.
Promotion and Other Effects
261
4.
STAS
and Logit Modeling
262
5.
Comparing
STAS
and Logit Results
264
6.
STAS
Results
266
7.
Logit Model Results
266
8.
Estimating Retention Rates and Advertising Elasticities
268
9.
Implications
272
С
STAS
Measured Through Personal Interviewing
273
1.
Awareness Effect
275
2.
Short-term Sales Effect
276
D
Summary
281
CHAPTER IX: Medium and Long Term Effects of Advertising
283
A Medium Term Effectiveness
283
В
Long-Term
Effects
286
1.
Method
288
2.
Analysis and Results
288
3.
High Voice and Low Voice Product Categories
290
4.
Oligopoly and Competitive Markets
291
5.
Share of Voice and Share of Market in Individual Markets
293
a. Breakfast Cereals
293
b. Chocolate Bars
296
с
Automatic Washing Powder
297
d. Canned Soup
299
e. Household Cleaners
300
f. Margarine
300
С
Summary
301
CHAPTER X: Measuring Advertising's Effects
303
A The Economic Argument for Testing Advertising and Monitoring its
Effects
305
1.
Financial Responsibility
307
2.
Costs of Testing
307
3.
Timing
309
4.
Test Validity
309
5.
The Communication Gap Between Researchers and the Creative People
310
6.
Interpretation
310
В
Some Important Distinctions
310
1.
The Advertising Development Process
311
2.
Quantitative versus Qualitative Approaches
312
3.
Sensitivity versus Validity
312
4.
Exposure versus Effect Measures
313
С
Modeling the Advertising Effectiveness Process
313
1.
The Age of Recognition versus Recall,
1930-70 313
2.
Qualitative Research
314
3.
The Age of Advertising Evaluation,
1940-65 315
4.
The Persuasion Age,
1960 -
to Date
315
5.
Contemporary Views
316
a. Revival of Multi-Attribute Modeling
316
Table
of
Contents
b.
Feelings in Response to Advertising
316
с
Central vs. Peripheral Information Processing
317
d. Testing with Multiple Variables
318
D
Measurements of Advertising Effects
320
1.
Qualitative Data
321
2.
Mechanical Measures of Effect
323
3.
A. Advertising Recall
325
3.
B. Brand Recall
327
4.
Scaled Measures
328
a. Attitudes toward the Ad (A-Ad)
328
b. Feelings
329
с
Liking
330
d. Attitudes towards the Brand (A-Brand)
331
e. Brand Preferences
332
f. Persuasion Scores
333
5.
Market Measures
337
a. Sales Data
337
b. Aggregated Consumer Data
338
с
Behavioural Data at the Individual Level
338
d. Other Market Related Behavioural Data
338
E
Data Collection Techniques In Advertising Effectiveness Studies
339
1.
Concept Testing
339
2.
Pre-testing: Tests of Art Work at Varying Stages
340
3.
"Day- After Tests"
342
4.
Split Cable and Similar Test Designs
342
5.
Test Marketing
343
6.
Post-Testing
343
7.
Advertising Modeling
343
F
Summary
344
CHAPTER XI: The Dynamics of NERS Scores:
Tracking and Testing
345
A Changes in NERS Scores from
2003-2004 346
1.
Cereals
346
2.
Amusement Parks
347
3.
Banks
347
4.
Gasoline
348
5.
Newspapers
349
6.
Mobile Phone Companies
350
7.
Shampoo
350
8.
The Bread Category
351
9.
Conclusion
352
ß
Systematic Changes between
2003
and
2004 352
1.
Changing Spending and Changing NERS
352
2.
Changing NERS Scores and Campaign Effectiveness
354
С
Users and Non-Users
355
D NERS
Scores for Leading Political Candidates
359
E
Advertising Pre-Testing Experiences
363
1. 28
E
LAM Pre-Tests
364
2.
Experiences from International Pre-Testing
367
3.
Emotional Responses to different Design Lines
373
F
Emotional Responses Explaining Evaluation of Sponsorships
374
1.
First Sponsorship Study,
1999 375
2.
Second Sponsorship Study,
2001 377
3.
Third Sponsorship Study,
2003 379
Emotions,
Advertising and Consumer Choice
G
Conversion Model
385
H
Summary
389
CHAPTER
XII:
From Emotions to Feelings
-
and Back
391
A The Feelings that Emotions may Activate
392
В
Eleven Cases
397
1.
The Nordea Case
397
2.
Gasoline
400
3.
Coffee
402
4.
Sweets
403
5.
The Cereals Category
405
6.
Charter Travel Companies
407
7.
Mobile Phone Companies
409
8.
Hair Shampoo
410
9.
Amusement Parks
412
10.
Toys
413
11.
Mobile Telephones
414
12.
Summarising from Feelings to Emotions and Back
415
С
NERS Scores as they Relate to Corporate Brand Character
416
D
Summary
422
CHAPTER
XIII:
Concluding Remarks
423
Reference List
431 |
| any_adam_object | 1 |
| author | Hansen, Flemming Christensen, Sverre Riis |
| author_GND | (DE-588)136730825 |
| author_facet | Hansen, Flemming Christensen, Sverre Riis |
| author_role | aut aut |
| author_sort | Hansen, Flemming |
| author_variant | f h fh s r c sr src |
| building | Verbundindex |
| bvnumber | BV026580310 |
| classification_rvk | QP 620 |
| ctrlnum | (OCoLC)255838057 (DE-599)HBZHT015093425 |
| dewey-full | 658.8342 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8342 |
| dewey-search | 658.8342 |
| dewey-sort | 3658.8342 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV026580310 |
| illustrated | Not Illustrated |
| indexdate | 2024-10-23T10:05:06Z |
| institution | BVB |
| isbn | 9788215011844 9789147087655 9788763001984 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022139298 |
| oclc_num | 255838057 |
| open_access_boolean | |
| owner | DE-188 DE-473 DE-BY-UBG |
| owner_facet | DE-188 DE-473 DE-BY-UBG |
| physical | 462 S. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Copenhagen Business School Press |
| record_format | marc |
| spelling | Hansen, Flemming Verfasser aut Emotions, advertising and consumer choice Fleming Hansen & Sverre Riis Christensen 1. ed. Copenhagen Copenhagen Business School Press 2007 462 S. txt rdacontent n rdamedia nc rdacarrier Neuromarketing (DE-588)7601901-9 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Werbewirkung (DE-588)4189647-6 gnd rswk-swf Gefühl (DE-588)4019702-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Neuropsychologie (DE-588)4135740-1 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Marktkommunikation (DE-588)4131075-5 s Verbraucherverhalten (DE-588)4062644-1 s Gefühl (DE-588)4019702-5 s Neuropsychologie (DE-588)4135740-1 s DE-188 Werbewirkung (DE-588)4189647-6 s Neuromarketing (DE-588)7601901-9 s 1\p DE-604 Christensen, Sverre Riis Verfasser (DE-588)136730825 aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022139298&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hansen, Flemming Christensen, Sverre Riis Emotions, advertising and consumer choice Neuromarketing (DE-588)7601901-9 gnd Unternehmen (DE-588)4061963-1 gnd Werbewirkung (DE-588)4189647-6 gnd Gefühl (DE-588)4019702-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Neuropsychologie (DE-588)4135740-1 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| subject_GND | (DE-588)7601901-9 (DE-588)4061963-1 (DE-588)4189647-6 (DE-588)4019702-5 (DE-588)4062644-1 (DE-588)4135740-1 (DE-588)4131075-5 |
| title | Emotions, advertising and consumer choice |
| title_auth | Emotions, advertising and consumer choice |
| title_exact_search | Emotions, advertising and consumer choice |
| title_full | Emotions, advertising and consumer choice Fleming Hansen & Sverre Riis Christensen |
| title_fullStr | Emotions, advertising and consumer choice Fleming Hansen & Sverre Riis Christensen |
| title_full_unstemmed | Emotions, advertising and consumer choice Fleming Hansen & Sverre Riis Christensen |
| title_short | Emotions, advertising and consumer choice |
| title_sort | emotions advertising and consumer choice |
| topic | Neuromarketing (DE-588)7601901-9 gnd Unternehmen (DE-588)4061963-1 gnd Werbewirkung (DE-588)4189647-6 gnd Gefühl (DE-588)4019702-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Neuropsychologie (DE-588)4135740-1 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Neuromarketing Unternehmen Werbewirkung Gefühl Verbraucherverhalten Neuropsychologie Marktkommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022139298&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hansenflemming emotionsadvertisingandconsumerchoice AT christensensverreriis emotionsadvertisingandconsumerchoice |