• 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
• Demonstrate the ability to reflect on your own activities and interactions throughout the course by identifying a portfolio of own contributions and arguing for their substantiveness and relevance for solving the exam case

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.

Online course

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.
Edell, J.A., & Burke, M.C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(December), 421-433.
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.
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.
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. 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.