experiEmotive® analytics has released its Categories of Emotions and Feelings to marketers needing direction and focus in connecting emotionally with targeted consumers. The 93 positive emotions and feelings within 12 Factors and 101 negative emotions and feelings within 13 Factors have been developed from how people say they feel in key consumer situations.
St. Louis, MO (PRWEB) February 22, 2006 -- More and more the marketing world is recognizing that people’s emotions and feelings significantly drive their purchase decisions. Experts have made this clear in books such as Married to the Brand (McEwen, 2005); The Marketing Power of Emotion (O’Shaughnessy and O’Shaughnessy, 2003); and Emotional Branding: The New Paradigm for Connecting Brands to People (Gobe, 2001).
Devoted to studying emotions and feelings related to consumer behavior, experiEmotive® analytics has released its Categories of Emotions and Feelings to marketers who believe in the power of emotions, and are ready to apply this thinking to their brands, but who need help getting focused. The Categories contain 93 positive emotions and feelings and 101 negative emotions and feelings. If that sounds too focused, each area – positive and negative – further groups the individual emotions and feelings into 12 to 13 larger factors. For instance, one positive Emotion Factor is Stimulation, which consists of feeling excited, rejuvenated, and surprised, among several others. One negative Emotion Factor is Fear, which consists of feeling apprehensive, worried, and terrified, among several others.
Although categories of emotions and feelings exist in other fields of study – particularly psychology – experiEmotive® ’s categories have been developed exclusively from work with people in the role of consumers. As such, experiEmotive® analytics’ Categories of Emotions and Feelings are readily tailored to what marketers need in speaking to targeted consumers.
Says Paul Conner, Chief Emotive Officer (CEO) of experiEmotive® analytics, “Certainly the individual emotions and feelings in our categories are consistent with what exists in academic and vernacular circles. We haven’t invented new emotions and feelings. However, they are organized in ways that relate to how consumer experiences commonly make people feel. And they are expanded beyond biological lists to include emotions and feelings that have touches of cognitive processing that often accompany them. For instance, feeling smart is not a primary biological emotion; but it is definitely something people feel, and it can drive people toward particular consumer behavior.”
experiEmotive® analytics’ Categories of Emotions and Feelings can be obtained by going to the Articles, Papers, and Presentations page under Available Information at www.experiemotive.com.
experiEmotive® analytics is a consumer research company that specializes in discovering the “experience-to-emotional motive chains” that drive consumer behavior. Discovering these chains enables more effective emotionally-fueled marketing, particularly product designs, brands, positionings, advertising, and sales and customer service approaches. To learn more about experiEmotive® analytics visit www.experiemotive.com.
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