KAPOOR THE BUSINESS Consumer Experiences and Consumer Behavior Collection EXPERT PRESS Naresh Malhotra, Editor DIGITAL LIBRARIES Emotion Management Avinash Kapoor EBOOKS FOR Emotions can organize cognitive processes or disorganize BUSINESS STUDENTS them, be active or passive, lead to adaptation, or Curriculum-oriented, born- maladaptation. Consumers may be conscious of their digital books for advanced business students, written emotions or may be motivated by unconscious emotions. by academic thought The emotions in combined form with different intensities have an adaptive significance in consumers’ life.Further, Consumer leaders who translate real- world business experience the challenges that marketers and researchers face in into course readings and today’s global markets are to understand the expression of reference materials for Experiences the emotions or consumer emotional experience. students expecting to tackle The purpose of this book is to emphasize the value of MANAGEMENT AND EMOTION CONSUMER EXPERIENCES management and leadership challenges during their emotions and explore mental behavioral and emotional and Emotion professional careers. dimensions that affect consumers of all age groups, societies, and cultures. This book is an excellent reference POLICIES BUILT BY LIBRARIANS for students, executives, marketers, researchers, and Management ­­trainers. It includes the different elements of emotion, • Unlimited simultaneous usage evidence of how emotions govern and organize consumer • Unrestricted downloading life, and emotion and individual functioning, including and printing psychological disorders and well being. • Perpetual access for a Dr. Avinash Kapoor received his PhD in management and one-time fee • No platform or MBA from R.A. Podar College, University of Rajasthan, and maintenance fees Jaipur, India. He also received his MA and BSc degrees from • Free MARC records the University of Rajasthan, India. He is a recipient of the • No license to execute National Scholarship Award, and has 15 years of industry, The Digital Libraries are a teaching, training, research, and consultancy experience to comprehensive, cost-effective his credit. Further, he has held various academic positions way to deliver practical and was the chairperson of postgraduate program in treatments of important international management, coordinator consultancy; business issues to every Avinash Kapoor coordinator customized training program, and the chair­ student and faculty member. person of executive MBA. Currently, he is the Associate Professor of Marketing and the chairman of postgraduate program in management (MBA) at Management Develop­ For further information, a ment Institute, Gurgaon, India. He can be reached at: free trial, or to order, contact: [email protected], [email protected] [email protected] www.businessexpertpress.com/librarians Consumer Behavior Collection Naresh Malhotra, Editor ISBN: 978-1-60649-646-6 Consumer Experiences and Emotion Management Consumer Experiences and Emotion Management Avinash Kapoor Consumer Experiences and Emotion Management Copyright © Business Expert Press, LLC, 2015. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher. First published in 2015 by Business Expert Press, LLC 222 East 46th Street, New York, NY 10017 www.businessexpertpress.com ISBN-13: 978-1-60649-646-6 (paperback) ISBN-13: 978-1-60649-647-3 (e-book) Business Expert Press Consumer Behavior Collection Collection ISSN: 2163-9477 (print) Collection ISSN: 2163-937X (electronic) Cover and interior design by Exeter Premedia Services Private Ltd., Chennai, India First edition: 2015 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America. To my mother Dr. Gyan Kaur Kapoor, my brother Vivek Kapoor, my Beloved wife Namita Kapoor, and my sons, Akshat Kapoor and Anuj Kapoor for their continued love, support, and encouragement. Abstract Emotions can organize cognitive processes or disorganize them, be active or passive, lead to adaptation or maladaptation. Consumers may be conscious of their emotions or may be motivated by unconscious emotions. The emotions in combined form with different intensities have an adaptive significance in consumers’ lives. Further, the challenges that marketers and researchers face in today’s global markets are to under- stand the expression of the emotions or consumer emotional experience. Therefore, the purpose of this book is to emphasize the value of emotions and explore mental behavioral and emotional dimensions that affect consumers of all age groups, societies, and cultures. This book would be an excellent reference for students, executives, marketers, researchers, and trainers. It includes the different elements of emotion, evidence of how emotions govern and organize consumer life, and emotional and individ- ual functioning, including psychological disorders and well being. Keywords brand management, consumer behavior, consumer psychology, dynamics of emotions, effects of emotions on decision making, emotions, experience management, group behavior, individual behavior, marketing, personality, self-evaluation and comparison Contents Preface ..................................................................................................xi Acknowledgments .................................................................................. xv Chapter 1 Consumer Emotions .........................................................1 Chapter 2 Dynamics of Emotions ...................................................25 Chapter 3 Experience and Facial Expressions of Emotions ...............55 Chapter 4 Emotions and Group Behavior .......................................71 Chapter 5 Emotions and Individual Behavior ..................................87 Chapter 6 Consumer Experience Management..............................105 Notes..................................................................................................121 References ...........................................................................................127 Bibliography .......................................................................................143 Index .................................................................................................173 Preface The generation of emotion is crucial for successful marketing. Feelings and emotions always dominate cognition in consumer decision making. Moving away from the rational campaign and focusing on the emotional benefits of the brand can create stronger breakthrough potential, communication, and persuasion. In all businesses, we create emotions and experiences only. Thus, a timely understanding and managing of key relevant emotions can grow your business in a sustainable manner. Marketing in modern perspective is the use of principles and techniques to advance a cause, an idea, emotions, and experiences Emotions are conscious experiences involving participative, that is, private feelings, physiological arousal, expressive reactions, and observable activities related to the experience. Emotions can be observable emotional behaviors like facial expressions or words, which may result in arousal and verbal expres- sions to project the evoked states. Emotions play a large role in guiding all our behaviors. What we do and the efficiency with which we direct our behavior. Our bodies actually reveal something about our momen- tary state of physiological arousal. Emotions determine the quality of our lives. They occur in every relationship we care about—in the workplace, in our friendships, in dealings with family members, and in our most intimate relationships. It is interesting to note that consumers don’t have much control over what they become emotional about, but it is possible, though not easy, to make some changes in what triggers their emotions and to know how they behave when they are emotional. In addition, there are questions in the minds of marketers like whether or not their brands or products or services are treated and considered as emotional. A major dilemma comes into play when you try to understand as to how consum- ers connect with their brands. Emotions are treated as something that can be sensed but they otherwise defy scientific measurement. Given its strategic role, the book examines and develops a critical understanding of the processes involved in understanding the generation of emotions and experiences and their impact on building and managing the business for gaining long-term sustainable competitive advantage, with an ultimate xii PReface purpose to address experiential and emotional aspects of consumer behav- ior. The book provides an insight into the world of consumer behavior to advance emotions and experiences through six chapters. The first chapter discusses the concept and nature of emotions and highlights the need for understanding emotions in terms of the types of mental activity that are truly conducive to one’s own and others’ well-being, and which ones are harmful, especially in the long run. It concludes that consumers do not have much control over what they become emotional about, but it is possible, though not easy, to make some changes in what triggers their emotions and to know how they behave when they are emotional. The second chapter on “Dynamics of Emotions” highlights