Emotion, Meaning and Schema-Based Affect - Consumer Behavior (Ch. 5) Flashcards
(14 cards)
What is semantic wiring in consumer behavior?
It refers to how a consumer remembers things about brands/products through associative networks, where words trigger mental activity and memory is enhanced by emotional content.
How do emotions affect memory in marketing?
Emotional content leads to superior recall compared to neutral content—this is called emotional effect on memory.
What is mood-congruent recall?
It’s the idea that consumers better remember information when their current mood matches the mood they were in when first exposed to the information.
How does mood affect product evaluation?
Consumers in good moods evaluate products more positively than those in bad moods.
What is schema-based affect?
It’s the stored emotional meaning within a schema—a mental framework about a brand, product, or concept—based on experience.
What are social schemata in relation to schema-based affect?
These are stereotypes that include specific emotional associations tied to social groups or roles.
What is aesthetic labor in a marketing context?
It’s the effort employees make to manage their appearance to evoke the desired emotional reaction from consumers and enhance the service experience.
What is emotional labor?
It’s when service workers must manage and display specific emotions as part of their job.
What are self-conscious emotions?
Emotions like pride, shame, guilt, and embarrassment that come from evaluating one’s own behavior—often used in marketing to influence consumer behavior.
How do self-conscious emotions impact consumer behavior?
Consumers may perform counterbalancing behavior to align with or avoid certain emotional reactions like guilt or embarrassment.
What is emotional contagion in consumer behavior?
It’s when one person’s emotional display influences the emotions of nearby people, such as customers or employees.
What is a challenge in applying emotional contagion to technology?
Replicating emotional contagion in chatbots or service robots remains difficult.
What is product contamination?
It’s the diminished positive feelings a consumer has about a product after it’s been handled by someone else, especially if that person is perceived negatively.
Can product contamination ever increase a product’s value?
Yes, if the product is seen being handled by someone attractive, its perceived value may increase due to emotional contagion.
