Emotions and Logic in Consumerism

Advertisements are making a negative impact on American culture, as they sway people’s emotions and moods, causing them to purchase unnecessary products. In the web article, Seven Reasons Why We’re Irrational Shoppers, Dr. Alain Samson observes that, “51 percent of respondents said that ‘feeling happy’ was a trigger for unplanned purchases” (Samson).This shows that, at times, a person’s feelings can also be a play a crucial role in persuading him or her to buy a specific item or good. For instance, a person may be having a great day, due to some special circumstances, and this excitement may cause them to purchase unnecessary items, such as

According to Dawson et al. (1990), consumers’ moods or emotions are considered as situational variables which affect their purchase behavior. Using SOR model, Abdolvand et al.,(2011) examined the effects of individual and situational factors on impulsive buying behavior of the consumers. Also they have studied the effect of mood on consumers’ impulsive behavior.

Human emotions can be considered a blessing. They enable people to show empathy and kindness to others; to comfort or help someone that needs it. To be human means to have emotions. However, it is important that people have control over their emotions. This is especially true with strong emotions or feelings. This essay will focus on three emotions in particular: anger, love, and hatred. These three feelings commonly cloud people’s judgements, which in turn, causes them to make bad decisions. Overall, making decisions based on emotions leads to negative outcomes.

As humans one attempts to hold on to what makes us feel ecstatic and at peace and one looks for this to the ends of Earth because it is what makes one feel complete. Martin Lindstrom in the article,“Buyology”, observes and explains the connection between consumers and their emotions. Lindstrom uses the widely and popular Coca-cola and Pepsi rivalry to illustrate the connection, specifically analyzing the Pepsi Challenge. The Pepsi challenge was a blind test, in which people were given two cups and asked which one they preferred. To further support and emphasize his claim Lindstrom utilizes rhetorical strategies. With the use of ethos, logos, and irony Lindstrom is able to properly convey how companies focus on what

he impact of affect on memory has been considered by both advertising and neuroscience research. As part of testing a MAC (Memory [GRAPHIC EXPRESSION NOT REPRODUCIBLE IN ASCII] Affect [GRAPHIC EXPRESSION NOT REPRODUCIBLE I advertising, four hypotheses were developed: ads with higher affective content would have higher recognition and recall, and subjects treated with [beta]-blockers (Propranolol), which interact with those brain regions known to mediate affect, would have lower recognition and recall than those treated with placebos. The hypotheses are tested and broadly supported. This exploratory research, taken in conjunction with previous work, indicates some ways in which affect enhances advertising effectiveness. We conclude with directions for further research and testing the MAC model.

According to Lim, Lee, & Pedersen (2010), based on schema theory, advertising researchers have pursued to measure the effectiveness of corresponding advertisement message type and product type. It is generally recognized that watching MMA program as consuming a hedonic product. They also insisted that emotional experience play a significant role in consuming for hedonic items (e.g., watching a movie, joining exercise) since emotional thinking and sensory stimulation are mainly used with low level of cognitive thinking. The hedonic paradigm is significant since it enables individuals’ experimental traits (e.g., pleasure, excitement) to be measured to gather advanced information about the emotions which lead their consumption and consumption attitude (Hirschman and Holbrook, 1982). Among diverse experimental factors, Ladhari (2007) has revealed that pleasure and arousal are main factors and relevant with consumer behavior. Prior literatures have also demonstrated that attitude toward and response to hedonic value can be affected by pleasure and arousal (Yu¨ksel, 2007). It is also proved that pleasure and arousal have impacted on purchasing satisfaction (Machleit & Wilson, 1988) and individuals’ attitudes toward ads (Yoo & Maclnnis,

Every day across the country we are subjected to constant advertisement and sponsorships, all trying to win our approval and support. While all advertisements try to accomplish a similar goal, each advertisement encompasses slightly different tactics and ideas. The largest difference in almost all advertisements is not the product that they are trying to sell, or the organization they desire support for, but the different emotional and logical appeals they individually make with consumers. Both very different, emotional claims, often known as claims of pathos, attempt to connect to human emotions and fulfill some fundamental human need and desire. Similarly, logical, claims attempt to woo the interests of consumers with the use of fact and

Everywhere a person looks, they will see some type of advertisement. Fliers, posters, billboards, commercials, and magazines, humans are constantly bombarded with ads of all types each and every day. Every advertisement aims to inform the consumers about the existence of a specific product or service. Advertisers use two ways to inform consumers of their products or services, and they are a cognitive approach or an emotional approach. What approach they take is completely up to the company, but what all advertisements seek to do is carry out and communicate a certain message to society. This message is associated with the marketing objective of the sponsor, and most of the time that objective is to affect the consumers purchasing decision.

There are different key points that come into play when it comes to advertising; it’s not as easy as trying to get a person to buy something. For some, the main purpose of advertising is to raise awareness. Such reason requires companies to focus on vicinity, responsibility, research, emotion and persuasion. Moreover, “advertising must tap into emotion for greater effect – but that doesn’t mean it’s manipulative… it means it’s relevant [...] I’ve never seen an ad that forced me to click, but I have seen some ads that tapped directly into my needs that I clicked on” (Douglas Karr). In other words, advertising must be able to grab the attention of viewers in a way that it makes them feel a connection with what is being displayed in front of them. Advertising isn’t all about persuasion either, it also focuses on changing people’s minds and changing their perception about the products

Big businesses are the basis of the American economy, providing millions of products to consumers from all sides of the economic spectrum. In an effort to push for new products into the market, as well as reeling in strong consumer foundations, marketing, in its most primal form, becomes the basis of persuasion. Commercials, Internet advertisements, billboards, and various other forms of visual presentation become the premise for consumer attraction. Albeit, this visual influence can have both negative and positive connotations for the uninformed consumer. This primarily pertains to modern day society as marketing tactics are heavily relied on to influence the consumer base. To influence the consumer base, companies tackle human emotions to persuade consumers to buy their products. In this instance, marketing is heavily influencing change on a wide spectrum of consumers through the use of advertisements and emotional connection.

For many people, they live their lives based on emotions. Emotions of happiness, love, success, and many more, could possibly be the most satisfying feelings. Except we commonly experience unpleasant emotions. There are emotions of anger, hatred, sadness, and disgrace. A very important question in the understanding of the human mind and highly related to cognitive science, is how do these emotions affect human cognition and the impact on our abilities to be rational? To tackle this question, we need to understand what emotions are, but not solely in the manner we are all familiar with, we need to understand them from a cognitive nature involving our physiology, psychology, and environment. Cognition, according to the Oxford definition

There was a time when advertisement were made only to market and sell the products but now dramatic changes have taken place in this field (Shead and Dobson 01). Today companies not only want to sell their products but also aim to create emotional attachment with the customers for which they do emotional or subliminal advertising.

This paper explores the impact of emotional intelligence in the business world. In a world that continues to innovate technologically, businesses are constantly looking for new ways to try to remain ahead of the competition, and it is clarified with this paper that one way to do this is by understanding how to use emotional intelligence to establish customer loyalty and good brand appeal. The interaction between a salesman and a potential client was analyzed and discussed to develop an understanding of how a salesman can use emotional intelligence to maximize the chances of making a deal with the client. Customer service in businesses was

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;

Research has found that gaining an emotional response has major influence on the consumer’s intent to actually purchase the product or service then the ad’s content (Ph.D., 2013) This varies by medium from a factor of 3 to 1 ratio for televised ads and a