Organisational Culture and Strategic Marketing

Abstract

In this chapter, the authors introduce the concept of emotion in marketing initiatives. In particular, they look at the way consumers react to emotions that arise from marketing campaigns and advertising. In this perspective, classic theories of consumer's emotional response are presented, and the reasons behind what we buy and why are analysed. Furthermore, they argue that marketers play with emotion to sell a specific product or need, while we, as individuals, tend to buy more stuff when we are not happy as a way to make us feel better. The authors also discuss the appeal certain brands have, whether because they represent a status symbol or we are genuinely more affectionate towards them for the experience they provide us. Lastly, the authors present some findings related to emotions after the buying process.