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  Emotional Cues That Work Magic on Customers  Premium

Andrade, Eduardo B.; Capizzani, Mario
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Marketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle, rather than intense, emotional reactions are often more persuasive; short-lived emotions can have lasting effects; the experience and expression of negative emotions can sometimes be beneficial; emotional experiences are often poorly predicted and remembered. In all these areas, a better understanding of emotions will help managers tailor their own act to give better prompts and get the desired response from consumers, in order to maximize customer satisfaction and loyalty at every stage of the encounter.

Tools and Frameworks:
> "Emotional Mapping" charts the process by which a company identifies the key sources of emotional reactions a consumer will experience when interacting with the business.

Examples Cited:
Ikea, Coca-Cola, American Express, Harrah's, charities

Research Basis:
Based on extensive research in the field of behavioral marketing, including several studies by Andrade on underestimating affective reactions, gaming emotions in social interactions, planned versus actual betting in sequential gambles, and the enduring impact of transient emotions on decision making.

About the Authors:
Eduardo B. Andrade is an associate professor of marketing at Haas School of Business, University of California, Berkeley.

Mario Capizzani is an assistant professor of marketing at IESE.
This article is based on:  Emotional Cues That Work Magic on Customers
Publisher:  Estudios y Ediciones IESE
Year:  2011
Language:  English