A model of emotion-driven choice

Article Abstract:

It is important to consider the role of emotional processes rather than cognitive evaluation in consumer choice. This approach also allows consumer choice to be located in its social and cultural context, rather than merely concentrating on the individual decision maker. It is possible to identify some principles of the human responses to emotion. These assume that emotions are based in mechanisms which are not voluntary and are only partly under human control. Consumers may find it very hard to put emotional experiences into words, and this means that marketing research must focus on interpretive methods.

Models

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Some attitudinal predictors of home-shopping through the Internet

Article Abstract:

Home-shopping is becoming more popular and the introduction of the Internet is predicted to increase its appeal. Higher earners are likely to shop through the Internet but they are more likely to show a preference for brand name goods. Retailers should not anticipate their success as retailers from shopping outlets will guarantee them custom on the Internet. The web site will be a deciding factor when the consumer chooses to purchase from a particular store. It is predicted the turnover of shopping through the Internet may be worth between $6.6 billion-$200 billion by the year 2000.

Telegraph & other communications, Video Retailing Service, All Other Information Services, Usage, Internet, Online shopping, Home shopping, Electronic marketing

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Exploring the relationships between colour and international branding: a cross cultural comparison of the UK and Taiwan

Article Abstract:

Researchers discovered more about the associations between colour and brand image through discussions with focus groups in Taiwan and the UK. Results suggested that perceptions of colour are similar in different cultures, and that the use of colour, as in BP's green or Cadbury's purple, is effective in brand identity development. However, they also suggested that colour is only marginally effective in the development of brand image.

Color in advertising, Color advertising

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