Dr. Jill Novak, University of Phoenix, Texas A&M University
This content is about consumer behavior, internal influences – emotion and perception.
Emotion is difficult to define, and even more difficult to predict. However, they are important to marketers because consumers tend to react to marketing messages and make purchases based on feelings and emotions. Emotion can be used to create product benefits. Such as with Tide detergent and Cheerios cereal; their commercials feature families having wonderful moments together, that couldn’t have happened without those products.
Perception is the process by which people select, organize, and interpret information. Perception has four major steps:
1. Exposure – When a stimulus (like a billboard) comes within range of your senses (vision)
2. Attention – Determined by the individual and the situation; Nerves pass the information onto the brain for processing
3. Interpretation – when marketing messages are assigned meaning
4. Memory
1. Exposure
Must physically reach the consumer
2. Attention
The consumer must attend to it
3. Interpretation
It must be properly interpreted
4. Memory
Must be stored in memory that will allow retrieval
Emotion in advertising enhances attention, attraction, and is processed more thoroughly by the consumer and may be remembered better.
These are the elements of the relationship between emotion and understanding:
The Six Living Generations In America
Internal Influences – Personality
Internal Influences – Motivation
Internal Influences – Lifestyle and Attitude
Engaging Audiences through Interactive Video Marketing Introduction: In the ever-evolving landscape of digital marketing, interactive…
Decoding Consumer Behavior: A Deep Dive into Neuro-Marketing Introduction: Neuro-marketing, at the intersection of neuroscience…
Mastering Social Media Marketing: Strategies for Success Introduction: Social media has evolved into a powerful…
Gamification in Marketing: Strategies for Engaging and Retaining Audiences Introduction: Gamification has emerged as a…
Loyalty Programs: Building Customer Connections and Enhancing Business Success Introduction: Loyalty programs have become a…
Integrating Emotional Intelligence into AI Chatbots: A Comprehensive Lesson Introduction: As Artificial Intelligence (AI) continues…