ADM 3321 Lecture 17: Untitled 5

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

> is a process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company. > certain words that tend to relate to the emotion. > people express their mood and also their emotional reactions to products and brands. > moves beyond affect (+ or -) to recognizes the full spectrum of emotions. > designed to measure feelings consumers experience first-hand. > 20 descriptors that represent the range of emotions consumers most frequently experience in consumption situations. Discrete consumption emotions -> individually separate and distinct: positive emotions. > optimism, content, joy, proud, excitement, peaceful, eager, relieved, love, surprise, > anger, discontent, worry, fear, envy, guilty, loneliness, shame, sadness. > a five-step process used by consumers when buying goods or services. External and internal stimuli: -> person"s actual state vs desired state.