Emotional responses, consumer behavior; Program planning and budgeting
26 views | +0 today
Emotional responses, consumer behavior; Program planning and budgeting
Milestone 2 of Scoop it, continuing from Milestone 1 Sccop.it activity.

Here are the 4th - 6th relevant article from Week 1-5 of coursework.
Curated by Connie Guan
Your new post is loading...
Your new post is loading...
Rescooped by Connie Guan from Program planning, objectives, budgets and measuring success!

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Emotional responses, consumer behavior; Program planning and budgeting | Scoop.it

Via Mike Kirkwood
Connie Guan's insight:

Ads are the great object to watch within the competition base. As ads are not costly, they need competitors to wisely evaluate and organize their campaigns, consequently offering perceptions into those strategies and finances.


Supposing the competitors know their progress, analyzing their ads spending will provide excessive views onto the general strategies. While companies invest on ads, they are allocating money on which their mouths are, by straight and specifying in public which features, products, consumers, and customers’ requirements they have recognized to be significant.

Manasi Ambavane's comment, August 23, 2013 3:56 AM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 5:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 24, 2013 2:18 AM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'
Scooped by Connie Guan

Emotional responses, heart rate & more: measuring consumer behavior

Emotional responses, heart rate & more: measuring consumer behavior | Emotional responses, consumer behavior; Program planning and budgeting | Scoop.it
Consumers make many different choices per day. Researchers search for suitable methods and techniques to get more insight in consumer behavior.
Connie Guan's insight:

Marketer might needs to progress the ways customer has, so marketing means always new in this way. With the current structure, the consumer is empowered. They will show their view, comment and emotion. At the next stage, they will just express how they feel about that. In a word, a world of new life style is made up of digital and social media.

Hence, the digital and social media marketing has indirectly educated marketers for the power of 'Voice of Customer'. Nowadays, it’s an age where customers intend to express how they feels, interact with brand and communicate with fellow consumers So this shaped the brand's responsibilities, which are to make a optimistic experience in which consumers are likely to share with fellow consumers.

Wu Meng's curator insight, August 20, 2013 2:00 PM


This article is mainly about the power of uncontious decision, which means that emotion plays an important role in customers' choices of products and purchase decision.

Customers are humans, with various emotions which affect consumer behaviour. The research in the article involves customers emotions indicated  through facial expressions, heart rate, finger temprature, and so forth. The research reveals that emotions are the best indicator of people's preferences to specific food, revealed by the changes in facial expressions or heart rate.

Therefore, for marketers, it is important to take consumers' emotional response into account when applying marketing strategy. The unconsious response (emotional) may be more reliable than the consious response (sensible), especially when it comes to purchase decison.

Huiqing Chen's comment, August 21, 2013 9:03 AM
In this article, people use heart rate and temperature to experiment consumers' responses towards products. I think it can be influenced by their subconscious more than their emotional responses.
Renee Huang's comment, August 21, 2013 1:26 PM
This is an interesting article, which extant my personally knowledge about how to observing consumer behaviour when they shopping in the supermarket. That is interesting to know consumer acceptance may be based on unconscious process. The observing consumer behaviour is becoming more and more popular, thus, the marketer should considering this strategy or this took for helping develop the market. Also can getting to know more about the consumers experiences, needs and wants.
Rescooped by Connie Guan from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing

Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Emotional responses, consumer behavior; Program planning and budgeting | Scoop.it
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Mike Kirkwood
Connie Guan's insight:

People from various group estimate things within various methods. Based on the Myer-Brigg-Type Indicators, they will take either the emotional or perceptive process. The grade to the one differs by distinct in endless way, case by case, and under specific situations. As a matter of fact, product means objects to consumers.


One smell possibly reminds you of the lost loved one, and the brands are a shared experience or affiliations. Consumer will allocate meanings to product and service form the brand, and create definition for them right after using. In terms of some cases, it would be an experience with emotions, since people are emotional and that product perhaps triggered a node, or loose link in there subconscious.

Sophie Batten's comment, August 22, 2013 4:48 AM
What Teagan states in the article is very interesting. so many brands strive to have a brand that has un-forgetable logos and slogans. However it is not just having an eye catching logo or slogan. It is simply making the consumers feel emotion and feel connected to the brand.This is what consumers remember, they remember what interacted them with the product. Tegan states that the article contains information on brand on how to do that which is great because it is a very important skill in marketing.
renaychand's comment, August 23, 2013 1:28 AM
i agree with tegans insight here, this article covers very well how emotional responses are important but over-looked most of the time. I like how tegan mentions "advertisers use a lot of aspects to use to gain an emotional response" this is a very true statement and enhances the whole idea of the article as emotional responses have a large impact on the buyer decisions and if it is over looked then this key element may suffer or not work.
Sam Howard's comment, August 23, 2013 3:13 AM
I find this take towards marketing interesting, often they trigger an emotional response but in some cases they take it too far and all you can remember is your response and not the product. However, they used the example of Rolex aligning themselves with champions, which creates a emotional response that if I have a Rolex that I then become of champion status, an idea of marketing which if down well i can imagine would be hugely successful!