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2013/2014  KAN-CM_A208  The role of emotions in marketing and communication management

English Title
The role of emotions in marketing and communication management

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Fourth Quarter
Changes in course schedule may occur
Tuesday 13.30 - 17.00, week 14,15, 17-21
Tuesday 13.30-17.55, week 22
Time Table Please see course schedule at e-Campus
Max. participants 50
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Suzanne C. Beckmann - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 11-11-2013
Learning objectives
At the end of the course the excellent student is expected to be able to:
  • • Describe and to discuss the assumptions that underlie the study of consumer behaviour as responses to emotional cues in marketing communications (advertising, promotion and branding), with a primary focus on relevant theories, models, concepts, and practices presented throughout the course
  • • Apply these models singly or combined to fit the concrete case situation under study
  • • Identify and analyse the relationship between relevant models, concepts and theories from the curriculum
  • • Critically assess the value and relevance of models, concepts and theories presented throughout the course in relation to their practical application in relevant cases
Course prerequisites
Basic knowledge and understanding of marketing and consumer behaviour research
The role of emotions in marketing and communication management:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 4 students in the group
teaching material, project report can be brought to the oral exam
Size of written product Max. 10 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
The course looks at contemporary approaches to studying the role of emotions in consumer behaviour and decision-making and relates them to current marketing and communication practices.

Progression of the course: The starting point is the understanding of how emotions influence human behaviour and thereby consumer responses to emotional cues in marketing, using contemporary theories of consumer psychology. Based on this, managerial actions in terms of marketing techniques and communication efforts as well as brand management are analyzed and discussed. Simultaneously, measurement issues are addressed.

The aim of the course is to give students insight into psychological theories and models concerning the modern and postmodern consumers responses to emotions. Furthermore, the course aims at giving students deep theoretical as well as practical insights into the areas of advertising, promotion and branding, media-specific strengths and weaknesses for marketing communication objectives, effects and evaluation as related to emotional cues. Also, the course aims to further students’ understanding of the challenges of market research methodology in measuring emotional responses.

The course’s development of personal competences:
The course aims at developing students’ competencies within relevant areas of marketing and communication management in the context of the influence of emotions in consumer behaviour, an area of ever increasing interest for both academics and practitioners.
Teaching methods
The course consists of a mixture of lectures, group work, case discussions and guest lectures.
Expected literature
The following list is preliminary and will be both updated and expanded to fit the themes and topics of the ten lectures.

Bagozzi, R.P., Gopinath, M., & Nyer, P.U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Management, 27(Spring), 184-206.
Batra, R. & Holbrook, M.B. (1990).  “Developing a Typology of Affective Responses to Advertising.” Psychology & Marketing, 7(Spring): 11-25.
Beckmann, S.C. (2001). Managing consumer-brand relationships. Saatchi & Saatchi Classified, Copenhagen.
Beckmann, S.C. (1999). Schemas and scripts for the self-regulation of emotions through the consumption of goods. In: Dubois, B., Lowrey, T.M., Shrum, L.J., & Vanhuele, M. (Eds.), European advances in consumer research, Vol. 4, pp. 73-74. Provo, UT: Association for Consumer Research.
Beckmann, S.C. & Hansen, T. (2011). What comes first? Exploring the causal effects of consumer emotion, judgment and willingness to buy in relation to scented food products. Proceedings of the 40th EMAC Conference, Ljubljana/Slovenia, May 2011.
Beckmann, S.C., Hansen, T., Matthiesen, L., & Thorbech, J. (2009). Online banner ads: An experiment based on ELAM. In: De Pelsmacker, P. & Dens, N. (Eds.). Advertising research: Message, medium and context, pp. 183-190. Antwerpen: Grant.
Burke, M.C. & Edell, J.A. (1989). The Impact of Feelings on Ad-Based Affect and Cognition. Journal of Marketing Research, 26, 69-83.
Edell, J.A., & Burke, M.C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(December), 421-433.
Hazlett, R. L., & Hazlett, S.Y. (1999). Emotional Response to Television Commercials: Facial EMG vs. Self-Report. Journal of Advertising Research, 39(2), 7-23.
Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132‐140.
Holt, D. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 1‐16.
Huber, F., Beckmann, S.C. & Herrmann, A. (2004). Means-End Analysis: Does the Affective State Influence Information Processing Style? Psychology & Marketing, 21(9), 715-737.
Mano, H. & Oliver; R.L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. Journal of Consumer Research 20 (December), 451-466.
Mehta, A. & Purvis, S.C. (2006). Reconsidering recall and emotion in advertising. Journal of Advertising Research, March, 49-56.
Milliman, R.E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers.” Journal of Marketing, 46(Summer), 86-91.
Morris, J. D., & Boone, M. (1998). The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition. Advances in Consumer Research, 25, 518-26.
Nyer, P.U. (1997). Modeling the Cognitive Antecedents of Post-Consumption Emotions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 10, 80-90.
Poels, K., & Dewitte, S, (2006). How to capture the heart? Reviewing 20 years of emotion measurement in advertising. Journal of Advertising Research, 46(1), 18-37.
Ravaja, N. (2004). Contributions of Psychophysiology to Media Research: Review and Recommendations. Media Psychology, 6(2), 193-235.
Shiv, B., & Fedorikhin, A. (1999). Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3), 278-82.
Winkielman, P., Berridge, K.C., & wilbarger, J. L. (2005). Unconscious Affective Reactions to Masked Happy Versus Angry Faces Influence Consumption Behavior and Judgments of Value. Personality and Social Psychology Bulletin, 31(1), 121-35.
Last updated on 11-11-2013