edf40wrjww2CF_PaperMaster:Desc
PART I
BACKGROUND AND AIMS
1.1 INTRODUCTION
This paper predominantly addresses the role of emotional behaviour in marketing and will serve as an umbrella topic throughout the report. Next we explore the gender differences in emotional responses; how do men and women differ in their marketing emotions and assumptions? To concentrate our literature study on specific areas, the theoretical research is split into advertising- and consumption emotions in marketing. The final goal of this paper is to present the reader with a research proposal that further elaborates on the topics discussed from the literature study.
1.2 WHAT IS EMOTION?
Although little consistency can be found in the use of terminology related to emotions, we define emotion as the mental states of readiness that arise from cognitive appraisals from events or one's own thoughts (Bagozzi et al. 1999). Emotion, together with other mental process
ses including mood and attitude, are frequently considered as subsets of the term affect.
There is a thin line between emotions, moods and attitudes regarding their definition and evaluation, making it essential to highlight their differences prior to placing them into context. By convention, a mood is regarded as being longer lasting and lower in intensity than an emotion. Moreover, moods are generally unintentional and global whereas emotions are coupled with action tendencies and typically intentional (Frijda 1993). Attitudes seem to be dichotomous with respect to its comparability with emotion since some authors adopt a narrower view than others. Sometimes, attitudes are measured similarly to emotions (e.g. happy-sad, pleasant-unpleasant, etc.) and on other occasions ...