3.2.3. The processes generating emotion

A process of generating emotions is a schematic row of steps leading to interest appearance and, as following, emotion. According to O’Shaughnessy, processes explaining behavior include following:

1. The state of mind of the individual.

2. The relevant stimuli

3. The emotional effects or experience

First of all there are specified beliefs, preferences, desires and wishes of a particular group of customers. The emotive stimuli in the surrounding world following, which are estimated against customers’ values beliefs and wishes. And the last step consists of feelings, opinion, thoughts and how the products was experienced by customer, which feedback it gets in his mind.

4. Branding and emotion

Paying attention on a brand image benefits as immediate brand recognition. Before the decision is made and all products are observed brand awareness allows the product to be highlighted and remarkable among the others. Good brand-image provides advantages on a market competition and helps to establish relationships with a customer in long term.

References:

• http://www.yourarticlelibrary.com/essay/advertising-essay-on-advertising-488-words/5916/

• inc.com

• http://smallbusiness.chron.com/goals-objectives-advertising-25273.html

• http://www.yourarticlelibrary.com/advertising/4-important-features-of-advertising/1104/

• Principles of Marketing, v. 1.0 by John F. Tanner Jr. and Mary Anne Raymond

• http://catalog.flatworldknowledge.com/bookhub/2030?e=fwk-133234-ch03_s04

• The marketing power of emotion, John O’Shaughnessy, Nicholas Jackson O’Shaughnessy, Oxford University express, 2003, ISBN 978-0-19-515056-8