Attention, emotions and cause-related marketing effectiveness

Detalhes bibliográficos
Autor(a) principal: Guerreiro, J.
Data de Publicação: 2015
Outros Autores: Rita, P., Trigueiros, D.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/10556
Resumo: Purpose – The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products. Design/methodology/approach – An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products. Findings – Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case. Research limitations/implications – The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive emotions may affect intensity of emotive and cognitive processes. Practical implications – The results highlight the prominence of automatic reactions in customers’ choices. In the present instance, managers’ effort should be directed to the raising of altruistic visual cues of the donation-based promotion and positive emotional responses through guilt reducing effects. Originality/value – The study pioneers the use of eye-tracking coupled with skin conductance measurement in experimental designs aimed at clarifying the role of autonomic reactions such as emotional arousal, pleasure and attention in the effectiveness of emotionally charged marketing campaigns.
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spelling Attention, emotions and cause-related marketing effectivenessCause-related marketingEye-trackingSkin conductancePurpose – The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products. Design/methodology/approach – An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products. Findings – Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case. Research limitations/implications – The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive emotions may affect intensity of emotive and cognitive processes. Practical implications – The results highlight the prominence of automatic reactions in customers’ choices. In the present instance, managers’ effort should be directed to the raising of altruistic visual cues of the donation-based promotion and positive emotional responses through guilt reducing effects. Originality/value – The study pioneers the use of eye-tracking coupled with skin conductance measurement in experimental designs aimed at clarifying the role of autonomic reactions such as emotional arousal, pleasure and attention in the effectiveness of emotionally charged marketing campaigns.Emerald2016-01-06T16:09:30Z2015-01-01T00:00:00Z20152019-05-14T11:08:09Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/10556eng0309-056610.1108/EJM-09-2014-0543Guerreiro, J.Rita, P.Trigueiros, D.info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:58:20Zoai:repositorio.iscte-iul.pt:10071/10556Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:30:20.767296Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Attention, emotions and cause-related marketing effectiveness
title Attention, emotions and cause-related marketing effectiveness
spellingShingle Attention, emotions and cause-related marketing effectiveness
Guerreiro, J.
Cause-related marketing
Eye-tracking
Skin conductance
title_short Attention, emotions and cause-related marketing effectiveness
title_full Attention, emotions and cause-related marketing effectiveness
title_fullStr Attention, emotions and cause-related marketing effectiveness
title_full_unstemmed Attention, emotions and cause-related marketing effectiveness
title_sort Attention, emotions and cause-related marketing effectiveness
author Guerreiro, J.
author_facet Guerreiro, J.
Rita, P.
Trigueiros, D.
author_role author
author2 Rita, P.
Trigueiros, D.
author2_role author
author
dc.contributor.author.fl_str_mv Guerreiro, J.
Rita, P.
Trigueiros, D.
dc.subject.por.fl_str_mv Cause-related marketing
Eye-tracking
Skin conductance
topic Cause-related marketing
Eye-tracking
Skin conductance
description Purpose – The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products. Design/methodology/approach – An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products. Findings – Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case. Research limitations/implications – The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive emotions may affect intensity of emotive and cognitive processes. Practical implications – The results highlight the prominence of automatic reactions in customers’ choices. In the present instance, managers’ effort should be directed to the raising of altruistic visual cues of the donation-based promotion and positive emotional responses through guilt reducing effects. Originality/value – The study pioneers the use of eye-tracking coupled with skin conductance measurement in experimental designs aimed at clarifying the role of autonomic reactions such as emotional arousal, pleasure and attention in the effectiveness of emotionally charged marketing campaigns.
publishDate 2015
dc.date.none.fl_str_mv 2015-01-01T00:00:00Z
2015
2016-01-06T16:09:30Z
2019-05-14T11:08:09Z
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10.1108/EJM-09-2014-0543
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