49 B2+ | 8. Klasse | READING | Consumer society and the (global) economy the products we purchase on a day-to-day basis are available as generic store brands with the same ingredients and at cheaper prices. Why, then, do we decide to pay more for brand-name products? Common misconceptions about quality are very much in play. A nationally advertised brand has power in the marketplace because it creates an emotional connection to the consumer. A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a dedicated user. While emotion can be communicated effectively in a print ad or television commercial, there are other important components of a brand, which also have emotional dimensions. For instance, rich and powerful representations of a brand include its personality. Research reveals that consumers perceive the same type of personality characteristics in brands as they do in other people. And just like with people, they are attracted more to some personality types than others. Brand personality is conveyed by marketers through the wrapper, visual imagery, and the types of words used to describe the brand. Another important foundation for a brand’s emotions can be found in its ‘narrative’ – the story that communicates ‘who’ it is, what it means to the consumer, and why the consumer should care. This narrative is the basis for brand advertising and promotion. But for consumers, perhaps the most important characteristic of emotions is that they push us toward action. In response to emotion, humans are compelled to do something. In a physical confrontation, fear forces us to choose between fight or flight to ensure our self-preservation. In our daily social confrontations, insecurity may cause us to buy the latest iPhone to support our positive self-identity. Clearly, then, an understanding of consumer purchase behaviour must be based on knowledge of human emotion and include the paramount influence that emotions have on decision-making. Statements T F First four words 0 People make certain choices based on how they feel about something. In reality, however, emotions 1 Without processing information emotionally, people are prevented from deciding on something. 2 To date, very little research on the link between consumers’ habits and their emotions has been carried out. 3 Research carried out by one particular organisation confirmed that an ad which causes viewers to feel drawn towards a brand leads to success in sales. 4 Many shoppers prefer to buy store brands as a less costly alternative to brand-name products. 5 Consumer loyalty is typically stronger if a brand arouses strong emotions. 6 The design of a product’s packaging is the only way a brand’s personality can be indicated to the consumer. 7 People could end up purchasing an item simply because of pressure to fit in with their social circle. Nur zu Prüfzwecken – Eigentum des Verlags öbv
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