BU432 Lecture Notes - Lecture 10: Hp Envy, Hollerado, Gilt Groupe
BU432
Affect & Emotion & Perception
Effects on Discrete Emotions
• Happiness
o Can increase spending, derived from experiential purchases more than material ones
• Guilt
o Can increase prosocial behaviour (e.g., green products)
• Envy
o Can increase purchase of products used by aspirational groups
• Embarrassment
o Can decrease purchase or use of socially sensitive products
Embarrassment
• To help people avoid embarrassment, marketers try to be more discrete (pest control)
• Have a fun design on the package that makes them look like something else
• Some use embarrassment for their product (WWF- what are we doing to our planet?)
Emotions and Action Tendencies
• Disgust = too close to an indigestible object
o Action tendency to expel current objects and avoid taking in anything new
• Sadness = loss
o Atio tedey to hage oe’s irustaes y seekig reward
o More motivated to buy a new product
Can Negative Emotions be Attractive?
• HP Envy, Sinful perfume, Gilt Groupe luxury brands
• Allows you to feel okay with indulging in products
• Tend to serve hedonic needs
o Try to look for products that will maximize pleasure
o Indulge yourself
• Some brands use guilt as a part of their marketing
o Spa- for a truly pleasurable experience vs. a guilty pleasure
o Reduced guilt popcorn
Takeaways
• Affect is determined by valence and intensity (arousal)
• Mood states are diffuse, whereas emotions are specific and action-oriented
• Consumers seek products that will either maintains their current mood or improve it
find more resources at oneclass.com
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Document Summary
Can negative emotions be attractive: hp envy, sinful perfume, gilt groupe luxury brands, allows you to feel okay with indulging in products, tend to serve hedonic needs, try to look for products that will maximize pleasure. Indulge yourself: some brands use guilt as a part of their marketing, spa- for a truly pleasurable experience vs. a guilty pleasure, reduced guilt popcorn. Takeaways: affect is determined by valence and intensity (arousal, mood states are diffuse, whereas emotions are specific and action-oriented, consumers seek products that will either maintains their current mood or improve it. Perception: actions are taken when people experience emotions rather than moods, moods are generally less intense than emotions. What do you see: a circle can be perceived as a circle, or your emotions can alter it to a cookie, smiley face, a ball, could be shaped by demographic, income level, or areas of interest.
