Archivio per 1 febbraio 2014

01
Feb
14

The Impact of Fear on Emotional Brand Attachment – Dr Ben Voyer

See on Scoop.itBounded Rationality and Beyond

Abstract:
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individuals, consumers may seek affiliation with an available brand. This, in turn, will enhance emotional attachment to that brand. Four studies demonstrate that consumers who experience fear in the presence of a brand feel greater emotional brand attachment than consumers who experience other emotions such as happiness, sadness, or excitement. The findings from the research advance understanding of consumer-brand relationships by demonstrating that relationships between consumers and brands are not merely metaphorical. Rather, under certain circumstances, brands can actually fulfill interpersonal psychological needs.

See on www.ivey.uwo.ca

01
Feb
14

The Impact of Fear on Emotional Brand Attachment – Dr Ben Voyer

See on Scoop.itBounded Rationality and Beyond

Abstract:
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individuals, consumers may seek affiliation with an available brand. This, in turn, will enhance emotional attachment to that brand. Four studies demonstrate that consumers who experience fear in the presence of a brand feel greater emotional brand attachment than consumers who experience other emotions such as happiness, sadness, or excitement. The findings from the research advance understanding of consumer-brand relationships by demonstrating that relationships between consumers and brands are not merely metaphorical. Rather, under certain circumstances, brands can actually fulfill interpersonal psychological needs.

See on ivey.uwo.ca

01
Feb
14

Here’s The One Thing Nassim Taleb Wants To Convey Before He Dies

See on Scoop.itBounded Rationality and Beyond

The author of “The Black Swan,” talks about how to measure fragility and identify projects or companies that are susceptible to harm.

See on businessinsider.com

01
Feb
14

Here’s The One Thing Nassim Taleb Wants To Convey Before He Dies

See on Scoop.itBounded Rationality and Beyond

The author of “The Black Swan,” talks about how to measure fragility and identify projects or companies that are susceptible to harm.

See on www.businessinsider.com




Time is real? I think not

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