There has been an establishment of the legitimacy of emotions in areas of scientific research in marketing. The study of emotions has borrowed theories from other areas like psychology. There are four major theories which use two criteria, theoretical proposition and success.
The first theory is differential emotions, whose emotions constitute a human motivational system, survival for human beings and the interaction of emotions. Two to three dimension help to determine post-purchase satisfaction. The second theory is a circular model. Firstly, there are 8 primary emotions where the rest of the emotions depend on the primary one. Secondly, emotions deal with survival issues and thirdly, emotions are viewed as pairs of polar opposites. The theory allows advertisement of emotions subtypes.
Delegate your assignment to our experts and they will do the rest.
The third theory is PAD which characterizes all states of emotions. States of emotions are moods and feelings of other related concepts. Also, PAD is bipolar in meaning, pleasure presence excludes the possibility of lack of pleasure. PAD has been used to examine emotions during consumption in a retail environment. The fourth theory is PENAS where there are two primary dimensions in emotions, positive and negative. It provides a two-dimensional measurement of positive and negative effect which is related to product and service utility.
Major understanding of emotions is Richins’ consumptions set, Edell and Burke’s Ad feeling dimensions, Aaker et al.’s Ad feeling clusters and Batra and Holbrook’s Affective responses to Ad categories. Intensity and positivity or negativity of emotions is characteristics of emotions. Due to personal relevance, primary and extreme emotions are frequently experienced while negative and positive emotions may interact but do not co-exist. Therefore, the characteristics of emotions are relevant to psychology and marketing.
