Creating Emotions via B2C Websites Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Compared with offline media, business-to-consumer (B2C) Web sites have unique characteristics that influence the likelihood of your emotional reactions to the experience itself, the brand, customers and fellow employees. Emotion is the past covered in this article, the brightness of the site, interactivity, challenge, interaction speed, machine memory, and allowable social interactions. Depending on how the site is performing on these dimensions, positive or negative emotions can lead to. For example, using the memory to automatically generate purchase recommendations based on prior consumption patterns could be seen as a pleasant surprise, and the company sending unsolicited e-mail based on a cookie tracks the user, can be annoying. Regardless of the valence of the resulting emotions, feelings generated may be associated with the brand. Because the purpose of brand managers to get consumers to associate positive emotions with the brand, a prerequisite for the development and management of web sites understand these emotions cause predecessors and their consequences. "Hide
by Marilyn W. Jones, Mark T. Spence, Christina Vallaster Source: Business Horizons 10 pages. Publication Date: September 15, 2008. Prod. #: BH294-PDF-ENG