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Emotions are physical and mental states brought on by neurophysiological changes, variously associated with thoughts, feelings, behavioral responses, and a degree of pleasure or displeasure. There is no scientific consensus on a definition. Emotions are often intertwined with mood, temperament, personality, disposition, or creativity.
Personality psychology is a branch of psychology that examines personality and its variation among individuals. It aims to show how people are individually different due to psychological forces. Its areas of focus include:
Services marketing is a specialized branch of marketing which emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics.
Sensory processing sensitivity (SPS) is a temperamental or personality trait involving "an increased sensitivity of the central nervous system and a deeper cognitive processing of physical, social, and emotional stimuli". The trait is characterized by "a tendency to 'pause to check' in novel situations, greater sensitivity to subtle stimuli, and the engagement of deeper cognitive processing strategies for employing coping actions, all of which is driven by heightened emotional reactivity, both positive and negative".
Ecological psychology ia the scientific study of the relationship between perception and action, grounded in a direct realist approach. This school of thought is heavily influenced by the writings of Roger Barker and James J. Gibson and stands in contrast to the mainstream explanations of perception offered by cognitive psychology. Ecological psychology is primarily concerned with the interconnectedness of perception, action and dynamical systems. A key principle in this field is the rejection of the traditional separation between perception and action, emphasizing instead that they are inseparable and interdependent.
Emotional reasoning is a cognitive process by which an individual concludes that their emotional reaction proves something is true, despite contrary empirical evidence. Emotional reasoning creates an 'emotional truth', which may be in direct conflict with the inverse 'perceptional truth'. It can create feelings of anxiety, fear, and apprehension in existing stressful situations, and as such, is often associated with or triggered by panic disorder or anxiety disorder. For example, even though a spouse has shown only devotion, a person using emotional reasoning might conclude, "I know my spouse is being unfaithful because I feel jealous."
Environmental psychology is a branch of psychology that explores the relationship between humans and the external world. It examines the way in which the natural environment and our built environments shape us as individuals. Environmental psychology emphasizes how humans change the environment and how the environment influences humans' experiences and behaviors. The field defines the term environment broadly, encompassing natural environments, social settings, built environments, learning environments, and informational environments. According to an article on APA Psychnet, environmental psychology is when a person thinks to a plan, travels to a certain place, and follows through with the plan throughout their behavior.
Servicescape is a model developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. The aim of the servicescapes model is to explain behavior of people within the service environment with a view to designing environments that does not accomplish organisational goals in terms of achieving desired behavioural responses. For consumers visiting a service or retail store, the service environment is the first aspect of the service that is perceived by the customer and it is at this stage that consumers are likely to form impressions of the level of service they will receive.
Affect, in psychology, is the underlying experience of feeling, emotion, attachment, or mood. It encompasses a wide range of emotional states and can be positive or negative. Affect is a fundamental aspect of human experience and plays a central role in many psychological theories and studies. It can be understood as a combination of three components: emotion, mood, and affectivity. In psychology, the term affect is often used interchangeably with several related terms and concepts, though each term may have slightly different nuances. These terms encompass: emotion, feeling, mood, emotional state, sentiment, affective state, emotional response, affective reactivity, disposition. Researchers and psychologists may employ specific terms based on their focus and the context of their work.
Bernd Herbert Schmitt is a professor of international business in the marketing department at Columbia Business School, Columbia University in New York. He is known for his research and books, as well as speaking and consulting on customer experience, customer happiness, branding, innovation. He is noted for his work in Asia on Asian markets and consumers. He wrote several influential books in these areas like Experiential Marketing, Customer Experience Management, Big Think Strategy and Happy Customers Everywhere.
Affective design describes the design of products, services, and user interfaces that aim to evoke intended emotional responses from consumers, ultimately improving customer satisfaction. It is often regarded within the domain of technology interaction and computing, in which emotional information is communicated to the computer from the user in a natural and comfortable way. The computer processes the emotional information and adapts or responds to try to improve the interaction in some way. The notion of affective design emerged from the field of human–computer interaction (HCI), specifically from the developing area of affective computing. Affective design serves an important role in user experience (UX) as it contributes to the improvement of the user's personal condition in relation to the computing system. Decision-making, brand loyalty, and consumer connections have all been associated with the integration of affective design. The goals of affective design focus on providing users with an optimal, proactive experience. Amongst overlap with several fields, applications of affective design include ambient intelligence, human–robot interaction, and video games.
Engagement marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.
Customer experience, sometimes abbreviated to CX, is the totality of cognitive, affective, sensory, and behavioral customer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.
Consumer neuroscience is the combination of consumer research with modern neuroscience. The goal of the field is to find neural explanations for consumer behaviors in individuals both with or without disease.
Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. Examples of emotional branding include the nostalgic attachment to the Kodak brand of film, bonding with the Jim Beam bourbon brand, and love for the McDonald's brand.
Experience management is an effort by organizations to measure and improve the experiences they provide to customers as well as stakeholders like vendors, suppliers, employees, and shareholders. The concept posits that experiences comprise distinct economic offerings that create economic value and competitive advantage.
The PAD emotional state model is a psychological model developed by Albert Mehrabian and James A. Russell to describe and measure emotional states. PAD uses three numerical dimensions, Pleasure, Arousal and Dominance to represent all emotions. Its initial use was in a theory of environmental psychology, the core idea being that physical environments influence people through their emotional impact. It was subsequently used by Peter Lang and colleagues to propose a physiological theory of emotion. It was also used by James A. Russell to develop a theory of emotional episodes. The PA part of PAD was developed into a circumplex model of emotion experience, and those two dimensions were termed "core affect". The D part of PAD was re-conceptualized as part of the appraisal process in an emotional episode. A more fully developed version of this approach is termed the psychological construction theory of emotion.
Sensory design aims to establish an overall diagnosis of the sensory perceptions of a product, and define appropriate means to design or redesign it on that basis. It involves an observation of the diverse and varying situations in which a given product or object is used in order to measure the users' overall opinion of the product, its positive and negative aspects in terms of tactility, appearance, sound and so on.
Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. It is believed that the difference between an ordinary product and a captivating product is emotion. When emotion flows in the marketplace, your product shines. When there is no emotion from the product, customers lack the enthusiasm and passion that launches a product to success. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brandgon image in the consumer's mind.
References
- ↑ Newman, A., Dennis, C., & Zaman, S. (2007). Marketing images and consumers' experience in selling environments. Marketing Management Journal, 17 (1), 136-150
- ↑ Quartier, K., Christiaans, H., & Van Cleempoel, K. (2009). Retail Design: Lighting as an atmospheric tool, creating experience, which influence consumers' mood and behavior in commercial spaces. Proceedings of the Design Research Society Conference 2008 (pp. 216-232). Sheffield: Sheffield Hallam University.
- ↑ Schmitt, B., & Rogers, D. (2009). Handbook on Brand and Experience Management. Northampton: MA: Edward Elgar.
- ↑ Mehrabian, A., & Russell, J. A. (1980). An Approach to Environmental Psychology. Cambridge, MA: The MIT Press.
- ↑ Mehrabian, A., & Russell, J. A. (1980). An Approach to Environmental Psychology. Cambridge, MA: The MIT Press
- ↑ Schmitt, B. (2004). Visual Identity and Experience Dimensions in the International Luxury Hotel Industry. New York: Columbia Business School
- ↑ Kim, J. B., Koo, Y., & Chang, D. R. (2009). ‘Integrated Brand Experience through Sensory Branding and IMC’. Design Management Review, 20 (3), 72-81.