IDEAS home Printed from https://ideas.repec.org/p/rug/rugwps/08-501.html
   My bibliography  Save this paper

Using the Right Emotion to Promote the Right Product to the Right Person

Author

Listed:
  • T. FASEUR
  • M. GEUENS

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.

Suggested Citation

  • T. Faseur & M. Geuens, 2008. "Using the Right Emotion to Promote the Right Product to the Right Person," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/501, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:08/501
    as

    Download full text from publisher

    File URL: http://wps-feb.ugent.be/Papers/wp_08_501.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Aaker, Jennifer L & Williams, Patti, 1998. "Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 241-261, December.
    2. N/A, 1991. "Appraisal," National Institute Economic Review, National Institute of Economic and Social Research, vol. 138(1), pages 3-5, November.
    3. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thomas Kramer & Suri Spolter-Weisfeld & Maneesh Thakkar, 2007. "The Effect of Cultural Orientation on Consumer Responses to Personalization," Marketing Science, INFORMS, vol. 26(2), pages 246-258, 03-04.
    2. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    3. Stein, Michael, 2013. "German Real Estate Funds – Changes in Return Distributions and Portfolio Favourability," Ruhr Economic Papers 454, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    4. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    5. Daniel Mihai Pantazi, 2020. "Is price the main motivation for buying general insurances in Romania? Comparative study 2014 – 2019," Journal of Financial Studies, Institute of Financial Studies, vol. 9(5), pages 147-162, November.
    6. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    7. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. van Dijk, W.W. & Zeelenberg, M. & van der Pligt, J., 1999. "Not having what you want versus having what you don't want : The impact of the type of negative outcome on the experience of disappointment and related emotions," Other publications TiSEM 5d1661b1-db82-4773-8ac4-5, Tilburg University, School of Economics and Management.
    9. Denis Schweizer & Lars Haß & Lutz Johanning & Bernd Rudolph, 2013. "Do Alternative Real Estate Investment Vehicles Add Value to REITs? Evidence from German Open-ended Property Funds," The Journal of Real Estate Finance and Economics, Springer, vol. 47(1), pages 65-82, July.
    10. Matthias Staat & Maik Hammerschmidt, 2004. "A Super Efficiency Model for Product Evaluation," Microeconomics 0402011, University Library of Munich, Germany.
    11. Simona Romani & Silvia Grappi & Richard Bagozzi, 2013. "Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values," Journal of Business Ethics, Springer, vol. 114(2), pages 193-206, May.
    12. Roux, Elyette & Tafani, Eric & Vigneron, Franck, 2017. "Values associated with luxury brand consumption and the role of gender," Journal of Business Research, Elsevier, vol. 71(C), pages 102-113.
    13. Meng, Bo & Choi, Kyuhwan, 2016. "The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 57(C), pages 397-410.
    14. David C. Ling, 1993. "Probabilistic Valuation Models and Income Tax Asymmetries with an Application to the Analysis of Passive Loss Restrictions," Journal of Real Estate Research, American Real Estate Society, vol. 8(2), pages 205-220.
    15. M. Glawischnig & I. Seidl, 2013. "Portfolio optimization with serially correlated, skewed and fat tailed index returns," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 21(1), pages 153-176, January.
    16. Verbeke, W.J.M.I. & Belschak, F.D. & Bagozzi, R.P., 2004. "The Adaptive Consequences of Pride in Personal Selling," ERIM Report Series Research in Management ERS-2004-012-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    17. Zhuomin Shi & Zaoying Kuang & Ning Yang, 2017. "Why it is hard to explain Chinese face?—FACE measurement models and its influence on ecological product preference," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-22, December.
    18. McKenzie, Michael & Satchell, Stephen & Wongwachara, Warapong, 2014. "Converting true returns into reported returns: A general theory of linear smoothing and anti-smoothing," Journal of Empirical Finance, Elsevier, vol. 28(C), pages 215-229.
    19. Hyeong Kim & Thomas Kramer, 2006. "“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptions," Marketing Letters, Springer, vol. 17(4), pages 311-321, December.
    20. Williams, Janine & Ashill, Nicholas & Thirkell, Peter, 2016. "How is value perceived by children?," Journal of Business Research, Elsevier, vol. 69(12), pages 5875-5885.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rug:rugwps:08/501. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nathalie Verhaeghe (email available below). General contact details of provider: https://edirc.repec.org/data/ferugbe.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.