Marketers have long understood that emotions play an essential part in consumer decision making. But as the most recent scientific evidence suggests, their influence is far more nuanced and complex than many are aware: subtle, rather than extreme, emotional reactions are often more powerful; short lived emotions can have continuing effects; the experience as well as expression of negative emotions can sometimes be beneficial; emotional encounters are often poorly called and recalled. In all these places, a better understanding of emotions will help managers get the desired response from consumers, to be able to maximize customer satisfaction and devotion at each phase of the encounter and tailor their own action to give better prompts.
PUBLICATION DATE: June 15, 2011 PRODUCT #: IIR054-PDF-ENG
This is just an excerpt. This case is about KNOWLEDGE MANAGEMENT, PSYCHOLOGY
Related Case Solutions & Analyses:
Nodal Logistics and Custo Brasil
Building the New Bosco-Zeta Pharma (A)
Of Mice and Elephants
Mannai Corporation (A): On the Brink
Agnellis and the Fiat Group: The Story of a Family Empire (A)
Adams Capital Management: March 2002
Boeing: No Nerds No Birds (E): The Right Not to Unionize
Transition to General Management Website
World Wildlife Fund and The Coca-Cola Company: A Global Partnership for Freshwater Conservation
Shelby Division 2012
