Using the right emotion to promote the right product to the right person
Faseur, Tine Geuens, Maggie
Faseur, Tine
Geuens, Maggie
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2010
Journal
Communication Research
Book
Publication Volume
37
Publication Issue
4
Publication Begin page
498
Publication End page
521
Publication Number of pages
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Abstract
This article deals with the ego-other-focus dimension of emotions–referring to the degree to which people see themselves as independent from or interdependent with others– and addresses the question which emotions should be used to promote specific products or to persuade a specific group of people. The findings of the experiment suggest that for a privately consumed product, ads evoking an ego-focused emotion scored better than ads evoking an other-focused emotion, whereas the reverse was true for a publicly consumed product. However, this interaction effect was only present for extravert and not for introvert respondents. Theoretical and practical implications, together with some future research ideas are suggested.
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Keywords
Consumer Behaviour