Affect

Affect
Topic 3
Agenda
Affect
Definition
Emotion Vs. Mood
Importance of affect
The Total Customer Experience
Summary
Affect - Definition
What
is affect, anyone?
What is its opposite or counterpart?
Affect - Definition
Affect
is a valenced feeling state

Valence is either positive, negative or at
times neutral
Emotion and mood are specific
examples of such states
What is the difference between emotion
& mood?
Emotion Vs. Mood

A bit
of controversy here even for

psychologists
Emotions are more intense more moods
Generally, there is an instigating stimulus
for an emotion
Mood
may or may not have this

At times, one generally feels sunny and
happy and sometimes down and out, moody
Emotion Vs. Mood

Residue
of an emotion may be mood
Wife
spills coffee on shirt

Fly into a rage (anger is the emotion here)
Have bad mood throughout the day
The
opposite of affect is cognition
Classic
heart Vs. head dilemma we face

often, right?
Importance of Affect
Okay,
so why is affect, emotion/mood

important in Marketing/CB?
What is the big deal?
Pls read the tea handout
Generally,
in Marketing/CB, we deal with

mood, not emotion
Attitudes are shaped partly by affect
We will deal with this in the attitudes lecture
Hence,
a great deal of affect-laden advertising

Affect-laden advertising shapes attitude toward
the ad
This in turn shapes brand attitude and
purchase intention
B2C
brands must have an emotional

connect
Samsung
realized this 10 years back

Now has one I guess
Apple, Sony, Liril, Lux, Axe-------, even Intel
Certain
products have more affect

potential than others
In general, hedonic products have more
affect potential
What is a hedonic product? What is its
opposite?
Any examples?
A hedonic
product is one whose

consumption results in sensory
gratification/appeals to senses and gives
pleasure
A utilitarian product is one that is
functional/instrumental hardly any
pleasure derived in product use
Candy bar Vs. Safety pin
If
a product has affect potential, exploit it, try

and enhance it
Coke and Pepsi are marketed on a hedonic
platform
Kama Sutra does this as well
There
is the example of TI Cycles
Weak in price, hence made the category hedonic
Is
differentiation getting to be harder or

easier?
Why?
Would
you differentiate along functional

attributes or hedonic attributes?
Why?
:

O Krishna, the flickering mind is certainly
turbulent, strong and obstinate; I think
that subduing the mind is more difficult
than subduing the wind.


Lord Krishna said : O mighty armed one,
undoubtedly the mind is fickle and
difficult to master ; but it can be
controlled by diligent practice, O Arjuna
and detachment from sense enjoyment.

Hedonic
products are also more prone to

variety seeking
In
fact, affect is positively related to variety

seeking (VS) and impulse buying (IB)
Why? What are VS and IB?
VS
is seeking change with an intrinsic motive
Change for the sake of change

Thus, brand switching when deal is there is not VS
strictly speaking
We can relax and say it is
IB
is buying something on a sudden urge,

without any prior planning
Should not be an out-of-stock reminder buy, mind
you
In which case, it is not IB
As
a manager, do you want VS? IB?

IB and VS usually occur for low
involvement products, agree?
Why?
Low
involvement means low perceived risk
What
is perceived risk, by the way?
For
high involvement products, wrong

choice can mean a terrible mistake
Plus there is the frequency of purchase
argument as well
Where
is the chance to seek variety in a

house, for instance?
When
affect is positive, you see the world

through rose-tinted glasses
You perceive less risk always when in a good mood
When do you ask your father for money?
Same logic: hence, positive affect means more VS
and IB
Likewise, hedonic products mean more VS and IB
Marketers
can exploit affect potential in a way

that increases IB and VS more sales
Look at the tea business, pls read handout
Have
you heard of Higginbothams?

What is it? Where is it?
Where
would you shop, at HB or

Landmark/Odyssey?
Why?
Shopping
Retailing
enjoyment is key nowadays

is undergoing a transformation here
in India
Enhancing shopping pleasure and enjoyment
is very important
More
pleasure in shopping means

enhanced store image
Better
store image means greater store

patronage
Better
mood also means greater shopping

enjoyment
More enjoyment means greater time spent
in store
Which means greater browsing
Which means higher sales, maybe even
higher Impulse Buying
Hence,
stores need to have good

ambience, dcor, music
In
fact, studies have shown that even

pace of music in a store affects walking
speed
Slow
music (60 beats per sec), fast music

(108 beats per second), no music
Who do you think walked the fastest?
Should consumers walk fast or slow, if you
were the store manager?
Walking
speed 17% faster in fast condition

No music consumers were halfway in
between
Slow music consumers spent 38% more
money!!
Clearly,
affect is crucial!!
Sadly, retail managers do not understand the
value of such research
Similar
findings found in restaurants too

What is common between a restaurant
and a store?
What are the implications? Why?
Placing
ads in happy programmes

means consumers evaluate your ads
better
Clear
mood effect
Or misattribution affect
Thus,
affect is important in several areas

Happy consumers are also satisfied
consumers
Why
have special sales/promos on

Diwali/New Year?
Why
not just another ordinary day, say June

18th or Sep 19th?
Read the festival marketing handout?
Consumers
are in a good mood, feel

happy, argue less and splurge more
In
the US, Xmas shopping is a major boost

to economy
This year, 2010, was a record for many
durables
How
many medals did India win in the

recent Olympics? In the past?
Overall, dismal performance?
Should policy makers care at all?
Does it affect the Aam Aadmi?
Policy
makers should care

The feel good factor is important e.g.
France won the 1998 WC
Lifted
economic performance for some time

Made French more patriotic, proud and
cheerful
US
universities football/basketball is
crucial in attracting students, money,
merchandising
The Total Experience

How
many tourists does India get?

Britain?

India
gets 6 million foreign tourists

Britain 50 million
Singapore 25 million
Why?

It
is important to manage customer

experiences
Starbucks
used to struggle
Now
we are in the experience business, not the

coffee business says H Shutlz
Has turned around the co remarkably
Coke
opening cafes
And so on
Summary
Affect
is extremely important
In
products, retailing, advertising, promotion

and even public policy
How
do we manage customer
experiences better?
Consumers are not perfect info
processors, hence all the more so
It is a driver of attitude

Affect

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Affect

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Affect

is a valenced feeling state

Emotion Vs. Mood

of controversy here even for

may or may not have this

Emotion Vs. Mood

of an emotion may be mood

spills coffee on shirt

opposite of affect is cognition

heart Vs. head dilemma we face

so why is affect, emotion/mood

in Marketing/CB, we deal with

We will deal with this in the attitudes lecture

a great deal of affect-laden advertising

brands must have an emotional

realized this 10 years back

products have more affect

product is one whose

a product has affect potential, exploit it, try

is the example of TI Cycles

Weak in price, hence made the category hedonic

differentiation getting to be harder or

you differentiate along functional

products are also more prone to

fact, affect is positively related to variety

is seeking change with an intrinsic motive

Change for the sake of change

is buying something on a sudden urge,

a manager, do you want VS? IB?

involvement means low perceived risk

is perceived risk, by the way?

high involvement products, wrong

is the chance to seek variety in a

affect is positive, you see the world

can exploit affect potential in a way

Look at the tea business, pls read handout

you heard of Higginbothams?

would you shop, at HB or

enjoyment is key nowadays

pleasure in shopping means

store image means greater store

mood also means greater shopping

stores need to have good

fact, studies have shown that even

music (60 beats per sec), fast music

speed 17% faster in fast condition

findings found in restaurants too

ads in happy programmes

affect is important in several areas

have special sales/promos on

not just another ordinary day, say June

are in a good mood, feel

the US, Xmas shopping is a major boost

many medals did India win in the

makers should care

economic performance for some time

The Total Experience

many tourists does India get?

The Total Experience

gets 6 million foreign tourists

The Total Experience

is important to manage customer

we are in the experience business, not the

products, retailing, advertising, promotion