Emotions, Advertising and Consumer Choice.
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| Author / Creator: | |
|---|---|
| Other Authors / Creators: | Christensen, Sverre Riis. Hansen,. |
| Format: | eBook Electronic |
| Language: | English |
| Edition: | 1st ed. |
| Imprint: | Frederiksberg : Samfundslitteratur, 2007. |
| Subjects: | |
| Local Note: | Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. |
| Online Access: | Click to View |
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| 100 | 1 | |a Hansen, Flemming. | |
| 245 | 1 | 0 | |a Emotions, Advertising and Consumer Choice. |
| 250 | |a 1st ed. | ||
| 264 | 1 | |a Frederiksberg : |b Samfundslitteratur, |c 2007. | |
| 264 | 4 | |c ©2007. | |
| 300 | |a 1 online resource (462 pages) | ||
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| 505 | 0 | |a Emotions, Advertising and Consumer Choice -- FOREWORD -- PART I - Emotions in Consumer Choice -- CHAPTER I: The Origin of Consumer Choice Theory -- 1. Marketing Theory -- 2. Early Consumer Behaviour Research -- 3. Consumer Behaviour as a Discipline -- 4. The Content of the Present Book -- 5. The Aim of the Book -- Overview -- CHAPTER II: Consumer Behaviour and Cognitions -- A. Consumer Behaviour -- B. Consciousness and Cognition -- 1. Cognitive Consumer Choice Models -- 2. Decision Processes -- 3. The Activated Cognitive Structure -- 4. Multi-Attribute Models -- 5. The Theory of Reasoned Action -- 6. The Theory of Planned Behaviour -- 7. Identifying Choice Criteria -- 8. Non-Compensatory Cognitive Models -- C. Limitations of Cognitive Choice Models -- 1. Attitude and Choice -- 2. Alternative Views on the Role of Cognitive Processes -- 3. Peripheral and Low Involvement Information Processing -- 4. The Elaboration Likelihood Model -- 5. The Role of Peripheral versus Central Information Processing -- 6. Revitalising the Think-Feel-Do Advertising Attitude Model -- D. Summary -- CHAPTER III: Affective Information Processing -- A. The Role of Affect in Consumer Choice -- 1. Affect and Personality -- 2. Attitudes and Affect -- 3. Affect and Mood -- 4. Affect and Emotion -- B. Emotions are Different from Feelings -- 1. The Neglect of Feelings in Early 19th Century's Psychology -- 2. Feelings in Psychology -- C. Feelings in Consumer Behaviour Research and Advertising -- 1. Hedonic Consumption and Feelings/Emotions -- 2. Mere Exposure -- 3. Consumer Satisfaction -- 4. Attitudes and Emotions as Separate Constructs -- 5. Social Feelings -- 6. Influence on the Nature of Choices -- 7. Moods -- 8. Affective Responses to Advertising -- 9. Coping with Positive and Negative Emotions -- 10. Feeling Dynamics -- D. Investigating Feelings. | |
| 505 | 8 | |a 1. Interview Based Measures -- 2. Manipulating Feelings -- 3. Psycho-Physiological Measures -- 4. Physiological Measures -- 5. Facial Expressions -- E. CMC Evidence -- 1. Arousal or Not? -- F. Summary -- CHAPTER IV: Neuroeconomics: Emotions in Contemporary Neuropsychologial Theory and in Consumer Choice -- A. Background -- 1. Emotions in Contemporary Neurological and Neuropsychological Research -- 2. The Nature of Emotions -- 3. On Rats and Fear -- 4. Emotions and Feelings -- 5. The Evolution of Emotions -- 6. Consciousness, Feelings and Emotions -- 7. Basic and Social Emotions: Few or Many Different Emotional Brain Processes? -- 8. Emotions, Arousal and Involvement -- 9. Background Emotions and Moods -- B. Memory System -- 1. Memory and Emotions -- 2. The Somatic Marker Hypothesis -- C. Emotions in Consumer Choice Behaviour -- 1. Three Kinds of Choice Situations -- D. Neuroeconomics -- E. Summary -- CHAPTER V: Measuring Emotional Response Tendencies -- A. Background -- 1. From Emotions to Feelings - and Back -- 2. Propositions -- B. The Project -- 1. Data Collection -- 2. The Choice of Brands and Stimuli -- 3. The Choice of Feeling Words -- 4. Data Analysis and Raw Data -- 5. Standard Analytical Procedure -- 6. Analyzing the Shampoo Category -- 7. Computing Emotional Response Strength -- 8. Feeling Statements Dominating the Responses in all 4 Rossiter/Percy Grid Quadrants -- C. Testing the Propositions -- D. Discussion and Conclusion -- 1. Emotion and Brand Equity -- 2. NERS and NUMS -- 3. Methodological Comments -- E. Summary -- CHAPTER VI: Further Evidence on Mental Brand Equity -- A. The Background for the Replication -- B. Procedure -- 1. Number of Feeling Words -- 2. Interview Procedure and Size of the Sample Evaluating Each Individual Brand -- 3. Selection of Feeling Words for NERS Computation. | |
| 505 | 8 | |a 4. Computation of NERS-Scores for Brands and Categories -- C. Findings -- 1. Comparison between 2003 and 2004 Scores -- 2. Significant Differences -- 3. Differences Occurring Because of Different Computation Methods -- 4. Comparing 2003 and 2004 Results -- 5. Two or more Emotional Dimensions? -- 6. General Results -- 7. Users and Non-Users -- 8. Outstanding Brands -- 9. Other Implications of the Findings -- D. The Role of Emotion Revisited -- 1. NERS in Straight Emotional Choices -- 2. NERS in Extended Emotional Choices -- 3. NERS of Individuals -- 4. NERS in Consumption -- 5. Marketing Communication and NERS -- 6. Emotions and Behaviour in General -- E. Summary -- Part II - Marketing Communication - and Emotions -- CHAPTER VII: The Role of Advertising -- A. Optimal Marketing Strategy -- 1. Optimal Decision Making -- 2. The Dorfman-Steiner/Barfod Theorem -- 3. Optimal Advertising -- 4. Optimal Advertising in a Dynamic World -- 5. A Word on Elasticities -- B. Different Ways in which Advertising Functions -- 1. Advertising of Changes and Novelty -- 2. Advertising in Competitive Markets -- C. Practical Approaches to Advertising Planning -- 1. Advertising Budgeting -- 2. Budgeting with a Fixed Share of Revenue or Profit -- 3. Marginal Budgeting -- 4. Communication Goals -- 5. Dynamic Budgeting -- D. Media Group Comparisons -- E. Campaign Execution -- F. Timing of Campaign or Scheduling -- G. Summary -- CHAPTER VIII: Econometric Modeling and Short Term Effects of Advertising -- A. Approaches to the Study of Advertising Effects -- 1. Econometric Modeling at the Aggregate Level -- 2. Estimating Advertising Elasticities -- 3. Advertising Response Modeling with Interview Data at the Individual Level -- B. Short Term Effects -- 1. Modeling at the Level of the Individual Respondent with Single Source Data -- 2. Purchase-Viewing Bias. | |
| 505 | 8 | |a 3. Promotion and other Effects -- 4. STAS and Logit Modeling -- 5. Comparing STAS and Logit Results -- 6. STAS Results -- 7. Logit Model Results -- 8. Estimating Retention Rates and Advertising Elasticities -- 9. Implications -- C. STAS Measured Through Personal Interviewing -- 1. Awareness Effect -- 2. Short-term Sales Effect -- D. Summary -- CHAPTER IX Medium and Long Term Effects of Advertising -- A. Medium Term Effectiveness -- B. Long-Term Effects -- 1. Method -- 2. Analysis and Results -- 3. High Voice and Low Voice Product Categories -- 4. Oligopoly and Competitive Markets -- 5. Share of Voice and Share of Market in Individual Markets -- a. Breakfast Cereals -- b. Chocolate Bars -- c. Automatic Washing Powder -- d. Canned Soup -- e. Household Cleaners -- f. Margarine -- C. Summary -- CHAPTER X Measuring Advertising's Effects -- A. The Economic Argument for Testing Advertising and Monitoring its Effects -- 1. Financial Responsibility -- 2. Costs of Testing -- 3. Timing -- 4. Test Validity -- 5. The Communication Gap Between Researchers and the Creative People -- 6. Interpretation -- B. Some Important Distinctions -- 1. The Advertising Development Process -- 2. Quantitative versus Qualitative Approaches -- 3. Sensitivity versus Validity -- 4. Exposure versus Effect Measures -- C. Modeling the Advertising Effectiveness Process -- 1. The Age of Recognition versus Recall, 1930-70 -- 2. Qualitative Research -- 3. The Age of Advertising Evaluation, 1940-65 -- 4. The Persuasion Age, 1960 - to Date -- 5. Contemporary Views -- a. Revival of Multi-Attribute Modeling -- b. Feelings in Response to Advertising -- c. Central vs. Peripheral Information Processing -- d. Testing with Multiple Variables -- D. Measurements of Advertising Effects -- 1. Qualitative Data -- 2. Mechanical Measures of Effect -- 3. A. Advertising Recall -- 3. B. Brand Recall. | |
| 505 | 8 | |a 4. Scaled Measures -- a. Attitudes towards the Ad (A-Ad) -- b. Feelings -- c. Liking -- d. Attitudes towards the Brand (A-Brand) -- e. Brand Preferences -- f. Persuasion Scores -- 5. Market Measures -- a. Sales Data -- b. Aggregated Consumer Data -- c. Behavioural Data at the Individual Level -- d. Other Market Related Behavioural Data -- E. Data Collection Techniques in Advertising Effectiveness Studies -- 1. Concept Testing -- 2. Pre-testing: Tests of Art Work at Varying Stages -- 3. "Day-After Tests" -- 4. Split Cable and Similar Test Designs -- 5. Test Marketing -- 6. Post-Testing -- 7. Advertising Modeling -- F. Summary -- CHAPTER XI The Dynamics of NERS Scores:Tracking and Testing -- A. Changes in NERS Scores from 2003-2004 -- 1. Cereals -- 2. Amusement Parks -- 3. Banks -- 4. Gasoline -- 5. Newspapers -- 6. Mobile Phone Companies -- 7. Shampoo -- 8. The Bread Category -- 9. Conclusion -- B. Systematic Changes between 2003 and 2004 -- 1. Changing Spending and Changing NERS -- 2. Changing NERS Scores and Campaign Effectiveness -- C. Users and Non-Users -- D. NERS Scores for Leading Political Candidates -- E. Advertising Pre-Testing Experiences -- 1. 28 ELAM Pre-Tests -- 2. Experiences from International Pre-Testing -- 3. Emotional Responses to different Design Lines -- F. Emotional Responses Explaining Evaluation of Sponsorships -- 1. First Sponsorship Study, 1999 -- 2. Second Sponsorship Study, 2001 -- 3. Third Sponsorship Study, 2003 -- G. Conversion Model -- H. Summary -- CHAPTER XII From Emotions to Feelings - and Back -- A. The Feelings that Emotions may Activate -- B. Eleven Cases -- 1. The Nordea Case -- 2. Gasoline -- 3. Coffee -- 4. Sweets -- 5. The Cereals Category -- 6. Charter Travel Companies -- 7. Mobile Phone Companies -- 8. Hair Shampoo -- 9. Amusement Parks -- 10. Toys -- 11. Mobile Telephones. | |
| 505 | 8 | |a 12. Summarising from Feelings to Emotions and Back. | |
| 588 | |a Description based on publisher supplied metadata and other sources. | ||
| 590 | |a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. | ||
| 650 | 0 | |a Consumer behavior. | |
| 650 | 0 | |a Advertising -- Psychological aspects. | |
| 655 | 4 | |a Electronic books. | |
| 700 | 1 | |a Christensen, Sverre Riis. | |
| 700 | 1 | |a Hansen,. | |
| 776 | 0 | 8 | |i Print version: |a Hansen, Flemming |t Emotions, Advertising and Consumer Choice |d Frederiksberg : Samfundslitteratur,c2007 |z 9788763001984 |
| 797 | 2 | |a ProQuest (Firm) | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/well/detail.action?docID=3400815 |z Click to View |