A carregar...
Publicação
The impact of emotion in communication campaigns
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.68 MB | Adobe PDF |
Orientador(es)
Resumo(s)
People don’t buy for logical reasons, they buy for emotional ones. If brands want to influence consumer’s choices, they ought to consider the role of emotion in decision-making – as they have the capacity of influencing decision-making through communication campaigns. Therefore, the purpose of this research is to show that brands capable of producing communication campaigns based on emotions are the ones that tend to generate better results. Through an exploratory research design, both stakeholder and consumer in-depth interviews were done to collect qualitative data in order to compare the brand’s expectations with the perceptions of consumers.
Descrição
Palavras-chave
Emotion Communication campaigns Brand expectations Consumer perceptions