Emotions in Marketing

No Motion without Emotion: Getting Started with Hard Facts on a Soft Topic

The power of emotions is evident in almost all areas of marketing and consumer behavior. Consumers often strive for “affect optimization...

Stressed Out: How Stress Develops and How to Cope with It

Our experience of stress depends on how we evaluate the circumstances impacting our individual well-being. In principle, any event can be...

Feels Right … Go Ahead? When to Trust Your Feelings in Judgments and Decisions

Not only are subjective feelings an integral part of many judgments and decisions, they can even lead to improved decisions and better pr...

Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands

Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The d...

There’s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much

Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic...

Do Pleasant Emotional Ads Make Consumers Like Your Brand More?

Emotionally pleasant TV commercials are often preferred over merely factual ones. A large-scale study of Belgian TV ads confirms this not...

Interview: Success with pleasure

Write Large on Your Face: Observing Emotions Using Automatic Facial Analysis

Emotions affect all of our daily decisions and, of course, they also influence our evaluations of brands, products and advertisements. Bu...