The emotional tone that an advertisement evokes can signific…
The emotional tone that an advertisement evokes can significantly shape various affective, cognitive, and behavioral responses among consumers. One frequently employed emotion in marketing is humor. For instance, the ad below: The cognitive effects of an ad that uses humor are:
Read DetailsSome products, such as cars, represent a huge risk for consu…
Some products, such as cars, represent a huge risk for consumers in terms of money and performance. Therefore, they spend several time when selecting a car, are likely to evaluate many alternatives, and pay a lot of attention towards car ads when they are in the market for a car. Conversely, consumers usually do not put effort in selecting products that they always buy (such as the same brand of rice or milk). These examples illustrate the concepts of:
Read DetailsThis picture shows Pepper, a robot that learns to react in a…
This picture shows Pepper, a robot that learns to react in affective ways and that is currently being implemented in several service contexts. Is it not common to find robots in the marketplace. Attitudes of consumers are shaped as they initially have an affective response given the surprise seeing a robot, then they get to experience the interaction with the service robot, and therefore they create some ideas about whether they like service robots or not. This illustrates:
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