2012/2013  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 Quarter
Course period	Fourth Quarter Tuesday 13.30-15.10, week 15 Tuesday 13.30-17.00, week 16-22
Time Table	Please see course schedule at e-Campus
Max. participants	60
Study board	Study Board for MSc in Economics and Business Administration
Course coordinator
Suzanne C. Beckmann - Department of Marketing
Main Category of the Course
Marketing
Last updated on 21-12-2012

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

Prerequisite

Basic knowledge and understanding of marketing and consumer behaviour research

Examination

Oral exam on the basis of a miniproject

The role of emotions in marketing and communication management: Type of test Oral with Written Assignment Marking scale 7-step scale Second examiner Second internal examiner Exam period Summer Term Aids Open Book, Written and Electronic Aid is permitted Duration Please, see the detailed regulations below

Course content

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 communication, using contemporary theories of consumer psychology. Based on this, managerial actions in terms of advertising and other communication efforts as well as brand management are analyzed and discussed. Simultaneously, measurement issues are addressed. Topics and themes include advertising campaigns (such as responses to banner advertising and viral campaigns), branding and IMC (Integrated Marketing Communication), and market research issues related to measuring (both qualitatively and quantitatively) the effect of emotional cues in marketing communications. The aim of the course is to give students insight into newer 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 is given in 3-hour lecture form, with cases and class work, by academic staff and guest lecturers.

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.