Emerald Management Review:
Research needs to measure emotions to effect real change

Abstract:

Purpose - To assert that market research needs to work harder in measuring consumer behavioural aspects that are hard to quantify.

Design/methodology/approach - Discusses the new insights into consumer behaviour uncovered by stepping outside of what is currently common practice.

Findings - Lasting and fundamental change in behaviour requires a change on the unconscious level within the individual and in emotional structures yet marketing theory focuses on rational decision making and conscious processes. States that brands should try to make people feel powerful emotions and that familiarity may be the most powerful emotion one can create in a consumer, this being achieved by connecting the brand to emotional drivers using a language and visual style unique to the brand. Concludes that new market research techniques are needed to delve into the realms of emotion and unconscious thought processes and that researchers need to get closer to real-life processes, become aware of their influence on the results and do everything to minimize research impact. Points out that research studies still prime consumers to come up with certain answers to confirm an underlying hypothesis rather than truly identifying what is going on and that we must stop measuring things for the sake of it.

Originality/value - In order to fully understand and influence consumer behaviour, contends that brands will have to pay more attention to low involvement, unconscious and emotional aspects of consumer behaviour, and integrate this knowledge with the well-researched rational reasons and stated attitudes to get the complete picture.

Keywords:

Article Type:

General review

Reference:

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