The impact of emotion in communication campaigns

Detalhes bibliográficos
Autor(a) principal: Carvalho, Maria Macedo Santos Abecasis de
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/68975
Resumo: People don’t buy for logical reasons, they buy for emotional ones. If brands want to influence consumer’s choices, they ought to consider the role of emotion in decision-making – as they have the capacity of influencing decision-making through communication campaigns. Therefore, the purpose of this research is to show that brands capable of producing communication campaigns based on emotions are the ones that tend to generate better results. Through an exploratory research design, both stakeholder and consumer in-depth interviews were done to collect qualitative data in order to compare the brand’s expectations with the perceptions of consumers.
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spelling The impact of emotion in communication campaignsEmotionCommunication campaignsBrand expectationsConsumer perceptionsDomínio/Área Científica::Ciências Sociais::Economia e GestãoPeople don’t buy for logical reasons, they buy for emotional ones. If brands want to influence consumer’s choices, they ought to consider the role of emotion in decision-making – as they have the capacity of influencing decision-making through communication campaigns. Therefore, the purpose of this research is to show that brands capable of producing communication campaigns based on emotions are the ones that tend to generate better results. Through an exploratory research design, both stakeholder and consumer in-depth interviews were done to collect qualitative data in order to compare the brand’s expectations with the perceptions of consumers.Velosa, JorgeRUNCarvalho, Maria Macedo Santos Abecasis de2022-06-01T00:30:53Z2019-01-172019-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/68975TID:202224937enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:32:41Zoai:run.unl.pt:10362/68975Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:34:53.253648Repositório 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 The impact of emotion in communication campaigns
title The impact of emotion in communication campaigns
spellingShingle The impact of emotion in communication campaigns
Carvalho, Maria Macedo Santos Abecasis de
Emotion
Communication campaigns
Brand expectations
Consumer perceptions
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of emotion in communication campaigns
title_full The impact of emotion in communication campaigns
title_fullStr The impact of emotion in communication campaigns
title_full_unstemmed The impact of emotion in communication campaigns
title_sort The impact of emotion in communication campaigns
author Carvalho, Maria Macedo Santos Abecasis de
author_facet Carvalho, Maria Macedo Santos Abecasis de
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
RUN
dc.contributor.author.fl_str_mv Carvalho, Maria Macedo Santos Abecasis de
dc.subject.por.fl_str_mv Emotion
Communication campaigns
Brand expectations
Consumer perceptions
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Emotion
Communication campaigns
Brand expectations
Consumer perceptions
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description People don’t buy for logical reasons, they buy for emotional ones. If brands want to influence consumer’s choices, they ought to consider the role of emotion in decision-making – as they have the capacity of influencing decision-making through communication campaigns. Therefore, the purpose of this research is to show that brands capable of producing communication campaigns based on emotions are the ones that tend to generate better results. Through an exploratory research design, both stakeholder and consumer in-depth interviews were done to collect qualitative data in order to compare the brand’s expectations with the perceptions of consumers.
publishDate 2019
dc.date.none.fl_str_mv 2019-01-17
2019-01-17T00:00:00Z
2022-06-01T00:30:53Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/68975
TID:202224937
url http://hdl.handle.net/10362/68975
identifier_str_mv TID:202224937
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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