This document discusses a study that examines how brand attitude is comprised of consumer perceptions of product attributes and non-product attributes, which represent emotional responses to a brand. The study uses surveys and statistical analysis to understand how factors like product involvement, trust, and perceptions of product and non-product attributes influence brand attitude for three sample brands. Key findings include that both product and non-product attributes significantly predict brand attitude, and that higher trust ratios correlate with more positive brand attitudes.
Why sales professionals love to help customers | Professional CapitalProfessional Capital
This document describes two studies that examine how genetic polymorphisms of the oxytocin receptor gene (OXTR) relate to social motivation and brain connectivity in sales professionals. Study 1 found that sales professionals carrying the OXTR GG allele were more motivated to help customers than impose goods/services, compared to those with the AA/AG allele. Study 2 used fMRI to find that sales professionals with the GG allele showed greater connectivity between social brain regions, especially the amygdala and prefrontal cortex, when viewing faces with different emotions. The results suggest carriers of the GG allele are more sensitive to social cues and motivated to engage with others.
Modeling Consumer Evaluation of A Branded Competitive Eventinventionjournals
In this study, our aim is to examine consumer attitude towards a branded competitive event. To this end, through a review of literature, we drew up an evaluation model of Tunisian consumers’attitude towards an extension move of market offers by a hypermarket (Diwara T. 2007[1]). Our model refers to the reasoned action theory and extrapolates it on the Tunisian context. The results indicate that there is significant relationship between attitude towards the brand and the intent to purchase the competitive event.
Emotions can be both boon or bane. One of the psychotherapies that uses emotions as the basis to manage patients having difficulty in controlling or adapting emotions is EFT (emotion-focused therapy). It is beneficial in improving one's own self and interpersonal relationships by following and guiding their emotional experiences and thus, bringing positive emotional changes and ultimately, a better change in life. The two major conditions where it is employed more commonly are depression and emotional trauma and have been clinically proven to be successful
Read More information about Emotion Focused Therapy: https://www.icliniq.com/articles/emotional-and-mental-health/emotion-focused-therapy
Employing discrete emotions in digital context (Thesis) - SasuOlliSasu Olli
This document discusses employing discrete emotions in fashion e-commerce marketing. It begins by introducing the emotional marketing paradigm and the role of emotions in consumer decision-making. It then explores emotional marketing in the context of fashion e-commerce, focusing on interactive marketing communications. Finally, it examines how specific positive emotions (pride, contentment, and interest) can be applied at different stages of the consumer decision process and aroused through different communication channels like social media, websites, and email. The goal is to understand how emotions influence online fashion shopping and how marketers can evoke emotions to engage consumers.
Psycholawlogy emotional intelligence stress management articles Dan DeFoe, JD, MS
This study investigated how trait emotional intelligence (TEI) and ability emotional intelligence (AEI) work together to influence coping strategies and mental health outcomes like depression. The study found that TEI and AEI have a weak relationship with each other and measure distinct concepts. When analyzed separately, only a combination of high TEI and AEI showed an effect on reducing depression through avoidant coping strategies. Specifically, when stressors like family dysfunction were coupled with high TEI and above average AEI, it showed beneficial impacts in reducing depression. The researchers concluded that TEI and AEI work together and reinforce each other to influence coping strategies and protection against depression when dealing with stressors.
Analysis of Emotional Intelligence as a Competition for Effective ProductivityIJAEMSJORNAL
Background. Emotional intelligence is an essential competence that must be evaluated within a personnel selection process. The level of IE influences the results of a company favorably. In this research, the dependence that exists between the effective productivity of the workers in specific of the commercial area and the emotional intelligence was analyzed. Methodology. The studied population was 88 active workers in the area as mentioned earlier; 40% were male and 60% female. Those evaluated were aged 25 to 40 years, with experience in the average sales area of 3 years. To validate the questions that were handled as an instrument, the Pearson correlation was used; Chi-square to calculate the dependence of variables. Results and discussion. As a result, we obtained ten dependent variables with which we can conclude that there is a relationship between the level of emotional intelligence with the effective productivity that collaborates with the commercial area within an organization. Conclusion. Based on the results we conclude that people with a high level of Emotional Self-understanding (AE) can control their emotions to act correctly in each situation.
Interrelationship between emotional intelligence, organizational commitment, ...Dr. Krishnanand Tripathi
The document discusses a study that examined the relationship between emotional intelligence, organizational commitment, and employee performance among employees in the supply chain department of textile manufacturing companies in India. A survey was administered to 145 employees. The results found a significant positive relationship between emotional intelligence and organizational commitment, with emotional intelligence accounting for 34.6% of the variability in organizational commitment. Emotional intelligence was also found to account for 34.6% of the variability in employee performance. Therefore, the study concluded that emotional intelligence positively impacts both organizational commitment and employee performance.
Why sales professionals love to help customers | Professional CapitalProfessional Capital
This document describes two studies that examine how genetic polymorphisms of the oxytocin receptor gene (OXTR) relate to social motivation and brain connectivity in sales professionals. Study 1 found that sales professionals carrying the OXTR GG allele were more motivated to help customers than impose goods/services, compared to those with the AA/AG allele. Study 2 used fMRI to find that sales professionals with the GG allele showed greater connectivity between social brain regions, especially the amygdala and prefrontal cortex, when viewing faces with different emotions. The results suggest carriers of the GG allele are more sensitive to social cues and motivated to engage with others.
Modeling Consumer Evaluation of A Branded Competitive Eventinventionjournals
In this study, our aim is to examine consumer attitude towards a branded competitive event. To this end, through a review of literature, we drew up an evaluation model of Tunisian consumers’attitude towards an extension move of market offers by a hypermarket (Diwara T. 2007[1]). Our model refers to the reasoned action theory and extrapolates it on the Tunisian context. The results indicate that there is significant relationship between attitude towards the brand and the intent to purchase the competitive event.
Emotions can be both boon or bane. One of the psychotherapies that uses emotions as the basis to manage patients having difficulty in controlling or adapting emotions is EFT (emotion-focused therapy). It is beneficial in improving one's own self and interpersonal relationships by following and guiding their emotional experiences and thus, bringing positive emotional changes and ultimately, a better change in life. The two major conditions where it is employed more commonly are depression and emotional trauma and have been clinically proven to be successful
Read More information about Emotion Focused Therapy: https://www.icliniq.com/articles/emotional-and-mental-health/emotion-focused-therapy
Employing discrete emotions in digital context (Thesis) - SasuOlliSasu Olli
This document discusses employing discrete emotions in fashion e-commerce marketing. It begins by introducing the emotional marketing paradigm and the role of emotions in consumer decision-making. It then explores emotional marketing in the context of fashion e-commerce, focusing on interactive marketing communications. Finally, it examines how specific positive emotions (pride, contentment, and interest) can be applied at different stages of the consumer decision process and aroused through different communication channels like social media, websites, and email. The goal is to understand how emotions influence online fashion shopping and how marketers can evoke emotions to engage consumers.
Psycholawlogy emotional intelligence stress management articles Dan DeFoe, JD, MS
This study investigated how trait emotional intelligence (TEI) and ability emotional intelligence (AEI) work together to influence coping strategies and mental health outcomes like depression. The study found that TEI and AEI have a weak relationship with each other and measure distinct concepts. When analyzed separately, only a combination of high TEI and AEI showed an effect on reducing depression through avoidant coping strategies. Specifically, when stressors like family dysfunction were coupled with high TEI and above average AEI, it showed beneficial impacts in reducing depression. The researchers concluded that TEI and AEI work together and reinforce each other to influence coping strategies and protection against depression when dealing with stressors.
Analysis of Emotional Intelligence as a Competition for Effective ProductivityIJAEMSJORNAL
Background. Emotional intelligence is an essential competence that must be evaluated within a personnel selection process. The level of IE influences the results of a company favorably. In this research, the dependence that exists between the effective productivity of the workers in specific of the commercial area and the emotional intelligence was analyzed. Methodology. The studied population was 88 active workers in the area as mentioned earlier; 40% were male and 60% female. Those evaluated were aged 25 to 40 years, with experience in the average sales area of 3 years. To validate the questions that were handled as an instrument, the Pearson correlation was used; Chi-square to calculate the dependence of variables. Results and discussion. As a result, we obtained ten dependent variables with which we can conclude that there is a relationship between the level of emotional intelligence with the effective productivity that collaborates with the commercial area within an organization. Conclusion. Based on the results we conclude that people with a high level of Emotional Self-understanding (AE) can control their emotions to act correctly in each situation.
Interrelationship between emotional intelligence, organizational commitment, ...Dr. Krishnanand Tripathi
The document discusses a study that examined the relationship between emotional intelligence, organizational commitment, and employee performance among employees in the supply chain department of textile manufacturing companies in India. A survey was administered to 145 employees. The results found a significant positive relationship between emotional intelligence and organizational commitment, with emotional intelligence accounting for 34.6% of the variability in organizational commitment. Emotional intelligence was also found to account for 34.6% of the variability in employee performance. Therefore, the study concluded that emotional intelligence positively impacts both organizational commitment and employee performance.
Findings, Suggestions and Conclusion_revised.docxAzraAhmed10
This chapter discusses the results of a study examining the factors of emotional intelligence (EI) among IT employees. Statistical tests found the data was normally distributed. The study found moderate to high levels of self-awareness, self-management, social awareness, relationship management, and overall EI. Strong positive correlations were observed between all EI factors. Self-awareness and relationship management had the strongest association with overall EI. The chapter discusses the implications of these findings and suggestions for further research.
A Study On Emotional Intelligence At Work PlaceSara Alvarez
This document discusses emotional intelligence at the workplace. It begins with definitions of emotional intelligence and explanations of its importance in the workplace. Workers with high emotional intelligence are better able to express emotions healthily, understand coworkers' emotions, and enhance work relationships and performance. The document then reviews literature on emotional intelligence, describing studies that examined its relationship to student success and gender differences in leadership. The study's objectives are described as examining the determinants of employee emotional intelligence and their awareness of it. The methodology, a descriptive study using questionnaires, is explained. Results found several factors that determine employee emotional intelligence, including relationships, adaptability, initiative, responsibility, leadership, optimism, and team building.
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior and emotional intelligence is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Online Marketing for a Local BakeryTeam MembersB.docxcherishwinsland
This document discusses identifying data for online marketing of a local bakery. It outlines responsibilities of team members for a presentation on the topic. It then discusses various methods for collecting marketing data, including primary research methods like surveys and observation, and secondary research methods like analyzing internal customer data and reviewing external publications. It provides examples of specific publications that can provide useful market data, such as reports on expenditures, social trends, monthly statistics, and regional profiles.
Reduction of executive stress by development of emotional intelligence a stu...prjpublications
- The study examined the effectiveness of behavioral interventions in reducing stress and improving emotional intelligence among executives.
- Executives were divided into an experimental group that received 8 weeks of behavioral interventions and a control group. Interventions included relaxation techniques, yoga, and breathing exercises.
- Post-intervention testing found the experimental group had significantly lower stress levels and higher emotional intelligence scores than the control group. Dimensions like stress management, adaptability, and mood all saw marked improvements in the experimental group.
- The results indicate behavioral interventions were effective in enhancing emotional intelligence and reducing stress among the executives who received the targeted training techniques over the 8-week period.
This document discusses consumer attitudes, specifically reflecting on the concept of consumer attitudes and their relationship to consumer behavior and marketing implications. It examines the trilogy of consumer attitude, which includes the cognitive, affective, and conative components. The cognitive component refers to knowledge and beliefs about an object, the affective component to feelings and emotions, and the conative component to response tendencies. Attitudes can serve utilitarian, value-expressive, ego-defensive, and knowledge functions for consumers. While attitudes influence behavior, companies have difficulty directly influencing consumer purchasing behaviors and should instead provide evidence of benefits, correct misconceptions, offer samples, engage new technologies, and bring innovations to indirectly influence consumer behaviors by altering the components of their attitudes
Effect of consumers_mood_on_advertising_effectivenessAndina Nuringgani
This study examined the effect of mood on advertising effectiveness. 320 subjects viewed either a positive or negative mood-inducing film clip and were then exposed to advertisements. Their attitudes towards the advertised products and intentions to purchase them were measured using scales. Results showed subjects in a positive mood had more positive attitudes and greater purchase intentions than those in a negative mood. This suggests advertisers should aim to elicit positive feelings in viewers.
Impact of stress management by development of emotional intelligence in cmts,...prjpublications
This study examined the impact of an 8-week stress management program using behavioral interventions on the emotional intelligence and stress levels of 186 executives at BSNL, Tamil Nadu, India. The executives were randomly assigned to experimental and control groups. The experimental group received behavioral interventions targeting stress management skills and emotional intelligence, while the control group did not receive any intervention. Measures of somatic symptoms, psychological symptoms, stress resilience, emotional intelligence, and stress level were administered before and after the intervention. Results showed the experimental group had greater improvements in stress management skills, emotional intelligence, and reduced stress levels compared to the control group after the intervention.
Impact of stress management by development of emotional intelligence in cmts,...prjpublications
This study examined the impact of stress management techniques on the emotional intelligence and stress levels of executives at BSNL, Tamil Nadu Circle. 186 executives were divided into experimental and control groups. The experimental group received behavioral interventions like relaxation techniques, while the control group did not. Both groups completed the Kindler Stress Inventory before and after the 8-week intervention period. Results showed the experimental group had significantly lower scores for somatic symptoms, psychological symptoms, and higher scores for stress resilience after the intervention, compared to the control group. This indicates the behavioral techniques helped reduce stress levels and improve emotional intelligence for the experimental group compared to the control group without intervention.
Attitudes values and ethics ppt @ bec doms mba hrBabasab Patil
Attitudes have cognitive, affective, and behavioral components and people seek consistency among them; emotions and job satisfaction are linked, with positive attitudes towards work factors leading to higher satisfaction; managing emotions, values, ethics, and organizational citizenship behavior can impact job performance and organizational outcomes.
This document discusses co-regulation of emotion and cognition. It states that emotions organize behavior by influencing how the environment is perceived as beneficial or threatening. It also discusses how the balance between challenges in the environment and one's skills and resources shapes affective responses and cognitive engagement. Core concepts discussed include appraisal of the environment and a model relating levels of demands and resources to different emotional states.
1) Attitudes have three components - cognitive, affective, and behavioral - which are interrelated. People seek consistency among these components to reduce cognitive dissonance.
2) Emotions have three components - internal arousal, expressive behavior, and cognitive appraisal. Managers can help regulate emotions by modeling healthy expression.
3) Job satisfaction is linked to attitudes and leads to outcomes like productivity, loyalty, and safety. High organizational citizenship also stems from job satisfaction.
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
Emotional Intelligence & Performance, Keith Lawrence MillerKeith Miller
This document provides a summary of research on the relationship between emotional intelligence and performance. It discusses that emotional intelligence involves the ability to perceive, understand, and manage emotions. Research has found emotional intelligence to be positively correlated with job performance, leadership success, work experience, and academic performance. While emotional intelligence explains some variability in performance, research also shows it overlaps with cognitive intelligence and personality traits. More research is still needed to fully understand and define emotional intelligence and its relationship with individual performance.
1) The document discusses how leaders' use of emotional intelligence skills can shape an organization's culture and climate. Specific EI skills that impact culture and climate include self-awareness, empathy, emotional expression, and assertiveness.
2) Organizational culture refers to shared values, assumptions, and behaviors in an organization, while climate consists of current attitudes and feelings. Positive culture and climate are linked to better performance and employee outcomes.
3) Emotions are contagious through emotional contagion, and leaders have strong influence over the emotional climate due to being in an open-loop system with others. Applying EI skills can create upward spirals of positive emotion in an organization.
Entrepreneurship development Unit -III by karkarventhanps
Motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyle influence consumer behavior. Motivation is the driving force behind behavior aimed at satisfying needs. It involves intensity, direction, and persistence toward goals. Maslow's hierarchy of needs categorizes needs from basic physiological needs to self-actualization. Perception is how people interpret sensory information to make sense of their environment. Learning occurs through conditioning and observation and influences recognition, responses to advertising, and brand loyalty. Personality consists of consistent traits that determine how people respond. Attitudes comprise affective, behavioral, and cognitive components. Expectations and satisfaction impact purchase decisions.
1
WEEK 2 DISCUSSION
Week 2 Discussion
Rob Felber
University of the Cumberlands
Chapter 4: Emotions and Moods
This chapter begins by identifying three closely related terms as it relates to emotions and moods, those being Affect which covers a broad range of feelings, Emotions which are intense feelings directed at someone or something and may be more related to actions and Moods which are less intense feelings that may arise unexpectedly and are more cognitive in nature. Even though there are many, researchers agree on six universal emotions – anger, fear, sadness, happiness, disgust, and surprise (Robbins and Judge, 2018, p. 48). With all of the different emotions that exist, one shouldn’t assume that each is easy to identify. All emotions are either positive or negative and observations of facial expressions for example may help to identify anger or sadness, but disgust may be more difficult to diagnose. Additionally, everyone experiences emotions and moods, yet no one experiences them the same. Even though most people experience positive moods, depending on your culture you may find where negative emotions and moods are found to be more useful and constructive such as in collectivistic countries like Japan.
Emotions can boost performance when employees exhibit positive emotions. This occurs when the employees feel part of the team and feel supported by their company. The key is to acknowledge the effect that emotions and moods are having on us (Robbins and Judge, 2018, p. 51). Our beliefs are somewhat influenced by our peers as well as our work groups and our moral judgments are based on our feelings instead of perceptions. With that being said, there are several accepted factors of where emotions and moods originate. These include; personality, time of day, day of week, weather, stress, sleep, exercise, age, and sex. The more aware we are to each of these, the more attentive we can be as it relates to emotions and moods.
Since our work environment can influence our emotions and moods be it negative or positive, Affective Events Theory notes that they influence our job satisfaction and performance. Affective Events Theory (AET) proposes that employees react emotionally to things that happen to them at work, and this reaction influences their job performance and satisfaction (Robbins and Judge, 2018, p. 56). AET states that emotions provided valuable insight in how events at work impact satisfaction and performance. Due to the reality of the outcomes, managers and employees shouldn’t ignore the emotions or the events that cause them.
This chapter also discusses what is known as Emotional Intelligence. Emotional Intelligence (EI) is a person’s ability to: (1) perceive emotions in him or herself and others; (2) understand the meaning of these emotions; and (3) regulate his or her own emotions accordingly. (Robbins and Judge, 2018, p. 57). Those with high EI have a keen ability to identify their emotions as well as the e ...
This document provides an overview of organizational behavior concepts including:
1. Definitions of organizational behavior focusing on understanding individual and group behavior to improve organizational effectiveness.
2. Frederick Taylor's scientific management approach which studied work efficiency and developed techniques like standardized jobs and piece-rate pay.
3. The contingency approach which recognizes there is no universal solution and behaviors depend on situational factors like culture and technology.
4. Key aspects of communication including encoding messages, decoding, potential for distortion, and the importance of feedback.
A Systematic Literature Review Of Emotional Intelligence And Entrepreneurial ...Tony Lisko
This document summarizes a literature review on the relationship between emotional intelligence and entrepreneurial abilities. It finds that emotional intelligence has a strong positive correlation with entrepreneurial success based on existing research. The document defines emotional intelligence and outlines three main frameworks for understanding it. It also defines entrepreneurship and notes that over 50% of new businesses fail within 5 years. The literature review finds that entrepreneurs who display passion for their ventures and can manage emotions in themselves and others have a greater chance of success. Emotional intelligence may enhance entrepreneurial creativity and ability to process logical and emotional information.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
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This chapter discusses the results of a study examining the factors of emotional intelligence (EI) among IT employees. Statistical tests found the data was normally distributed. The study found moderate to high levels of self-awareness, self-management, social awareness, relationship management, and overall EI. Strong positive correlations were observed between all EI factors. Self-awareness and relationship management had the strongest association with overall EI. The chapter discusses the implications of these findings and suggestions for further research.
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Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
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A review of literature on consumer behavior and emotional intelligence is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
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This document discusses identifying data for online marketing of a local bakery. It outlines responsibilities of team members for a presentation on the topic. It then discusses various methods for collecting marketing data, including primary research methods like surveys and observation, and secondary research methods like analyzing internal customer data and reviewing external publications. It provides examples of specific publications that can provide useful market data, such as reports on expenditures, social trends, monthly statistics, and regional profiles.
Reduction of executive stress by development of emotional intelligence a stu...prjpublications
- The study examined the effectiveness of behavioral interventions in reducing stress and improving emotional intelligence among executives.
- Executives were divided into an experimental group that received 8 weeks of behavioral interventions and a control group. Interventions included relaxation techniques, yoga, and breathing exercises.
- Post-intervention testing found the experimental group had significantly lower stress levels and higher emotional intelligence scores than the control group. Dimensions like stress management, adaptability, and mood all saw marked improvements in the experimental group.
- The results indicate behavioral interventions were effective in enhancing emotional intelligence and reducing stress among the executives who received the targeted training techniques over the 8-week period.
This document discusses consumer attitudes, specifically reflecting on the concept of consumer attitudes and their relationship to consumer behavior and marketing implications. It examines the trilogy of consumer attitude, which includes the cognitive, affective, and conative components. The cognitive component refers to knowledge and beliefs about an object, the affective component to feelings and emotions, and the conative component to response tendencies. Attitudes can serve utilitarian, value-expressive, ego-defensive, and knowledge functions for consumers. While attitudes influence behavior, companies have difficulty directly influencing consumer purchasing behaviors and should instead provide evidence of benefits, correct misconceptions, offer samples, engage new technologies, and bring innovations to indirectly influence consumer behaviors by altering the components of their attitudes
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This study examined the effect of mood on advertising effectiveness. 320 subjects viewed either a positive or negative mood-inducing film clip and were then exposed to advertisements. Their attitudes towards the advertised products and intentions to purchase them were measured using scales. Results showed subjects in a positive mood had more positive attitudes and greater purchase intentions than those in a negative mood. This suggests advertisers should aim to elicit positive feelings in viewers.
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This study examined the impact of an 8-week stress management program using behavioral interventions on the emotional intelligence and stress levels of 186 executives at BSNL, Tamil Nadu, India. The executives were randomly assigned to experimental and control groups. The experimental group received behavioral interventions targeting stress management skills and emotional intelligence, while the control group did not receive any intervention. Measures of somatic symptoms, psychological symptoms, stress resilience, emotional intelligence, and stress level were administered before and after the intervention. Results showed the experimental group had greater improvements in stress management skills, emotional intelligence, and reduced stress levels compared to the control group after the intervention.
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This study examined the impact of stress management techniques on the emotional intelligence and stress levels of executives at BSNL, Tamil Nadu Circle. 186 executives were divided into experimental and control groups. The experimental group received behavioral interventions like relaxation techniques, while the control group did not. Both groups completed the Kindler Stress Inventory before and after the 8-week intervention period. Results showed the experimental group had significantly lower scores for somatic symptoms, psychological symptoms, and higher scores for stress resilience after the intervention, compared to the control group. This indicates the behavioral techniques helped reduce stress levels and improve emotional intelligence for the experimental group compared to the control group without intervention.
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Attitudes have cognitive, affective, and behavioral components and people seek consistency among them; emotions and job satisfaction are linked, with positive attitudes towards work factors leading to higher satisfaction; managing emotions, values, ethics, and organizational citizenship behavior can impact job performance and organizational outcomes.
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1) Attitudes have three components - cognitive, affective, and behavioral - which are interrelated. People seek consistency among these components to reduce cognitive dissonance.
2) Emotions have three components - internal arousal, expressive behavior, and cognitive appraisal. Managers can help regulate emotions by modeling healthy expression.
3) Job satisfaction is linked to attitudes and leads to outcomes like productivity, loyalty, and safety. High organizational citizenship also stems from job satisfaction.
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
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2) Organizational culture refers to shared values, assumptions, and behaviors in an organization, while climate consists of current attitudes and feelings. Positive culture and climate are linked to better performance and employee outcomes.
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1
WEEK 2 DISCUSSION
Week 2 Discussion
Rob Felber
University of the Cumberlands
Chapter 4: Emotions and Moods
This chapter begins by identifying three closely related terms as it relates to emotions and moods, those being Affect which covers a broad range of feelings, Emotions which are intense feelings directed at someone or something and may be more related to actions and Moods which are less intense feelings that may arise unexpectedly and are more cognitive in nature. Even though there are many, researchers agree on six universal emotions – anger, fear, sadness, happiness, disgust, and surprise (Robbins and Judge, 2018, p. 48). With all of the different emotions that exist, one shouldn’t assume that each is easy to identify. All emotions are either positive or negative and observations of facial expressions for example may help to identify anger or sadness, but disgust may be more difficult to diagnose. Additionally, everyone experiences emotions and moods, yet no one experiences them the same. Even though most people experience positive moods, depending on your culture you may find where negative emotions and moods are found to be more useful and constructive such as in collectivistic countries like Japan.
Emotions can boost performance when employees exhibit positive emotions. This occurs when the employees feel part of the team and feel supported by their company. The key is to acknowledge the effect that emotions and moods are having on us (Robbins and Judge, 2018, p. 51). Our beliefs are somewhat influenced by our peers as well as our work groups and our moral judgments are based on our feelings instead of perceptions. With that being said, there are several accepted factors of where emotions and moods originate. These include; personality, time of day, day of week, weather, stress, sleep, exercise, age, and sex. The more aware we are to each of these, the more attentive we can be as it relates to emotions and moods.
Since our work environment can influence our emotions and moods be it negative or positive, Affective Events Theory notes that they influence our job satisfaction and performance. Affective Events Theory (AET) proposes that employees react emotionally to things that happen to them at work, and this reaction influences their job performance and satisfaction (Robbins and Judge, 2018, p. 56). AET states that emotions provided valuable insight in how events at work impact satisfaction and performance. Due to the reality of the outcomes, managers and employees shouldn’t ignore the emotions or the events that cause them.
This chapter also discusses what is known as Emotional Intelligence. Emotional Intelligence (EI) is a person’s ability to: (1) perceive emotions in him or herself and others; (2) understand the meaning of these emotions; and (3) regulate his or her own emotions accordingly. (Robbins and Judge, 2018, p. 57). Those with high EI have a keen ability to identify their emotions as well as the e ...
This document provides an overview of organizational behavior concepts including:
1. Definitions of organizational behavior focusing on understanding individual and group behavior to improve organizational effectiveness.
2. Frederick Taylor's scientific management approach which studied work efficiency and developed techniques like standardized jobs and piece-rate pay.
3. The contingency approach which recognizes there is no universal solution and behaviors depend on situational factors like culture and technology.
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1. PLEASE NOTE
ALL THE EMBOLDEND LETTERS IN RED INDICATE INFORMATION WHICH IS NOT
PROVIDED IN THIS VERSION OF THE REPORT.
NPF IS “NON PRODUCT FACTOR” OR “EMOTIONAL ASSOCIATION”
PF IS “PRODUCT FACTOR”
MAINAK BAG
2. ABSTRACT
This study attempts to find the relationship of brand attitude and how it is comprised with inputs
from consumer perceptions about products attributes and non product attributes, which are largely
a felt response of emotional acknowledge of a brand. In essence it is peek into the making of
brand attitude through a two way interaction of product attributes and perceived emotional
benefits.
2
3. INTRODUCTION
The key to marketing, always, has been understanding the consumers. A greater realization is the
simple one of recognizing the consumer as a human being. This recognition can lead as all the
way to understanding the customer from a holistic perspective.
A human being is essentially a thinking – feeling being. The Stanford Encyclopedia of
Philosophy states: “No aspect of our mental life is more important to the quality and meaning of
our existing than emotion”.
Important studies have been done in marketing and psychology affirming this.
Brand attitude has been described by Keller as the “overall evaluation of the brand in terms of its
quality and the satisfaction it generates”. Richard Elliot and Larry Percy have said “People who
think about brands…often talk in terms of things like value, perceived quality and image. What
all this comes down to is a brand attitude, the association in memory linked to the brand.”
Brand awareness Brand salience Brand attitude Brand equity
Learning Associations build Preference
Attitude is considered example of affect by some (Bagozzi). Cohen and Areni, 1991 described
affect as “valenced feeling states”. There are others who opine that emotions are evaluative
judgments or in other words cognitive appraisals (Eagly and Chaiken, 1993). Martin Fishbein and
Icek Agezen (1975) have arguably regarded affect “as isomorphic with evaluation itself” (Eagly
and Chaiken, 1993).
But there are studies that have worked on arguing that attitude is a function of two different and
highly correlated components: Affect and cognition (Bagozzi & Burnkrant 1997, Batra and Ahtol
1990). But it is also noted that the terms attitude, emotion, affect, mood have been used
inconsistently in marketing literature (Bagozzi). Below is described the relationship between
affect, emotions mood and attitude.
Attitude (Bagozzi & Burkrant, Batra & Ahtol)
Affective Cognitive
(Affect) (“Valenced feeling state” (“Evaluative judgments or a
- Cohen & Areni) Appraisals” – Eagly & Chaiken ’93)
Emotion Mood
(Intense, accompanied by physical (Longer lasting, diffused, non-action
expression, action oriented, a mental state oriented – Frijda 1993)
of readiness – (Bagozzi, Gopinath, Iyer)
Emotions are a mental state of readiness and often are a cognitive appraisal of events and
thoughts which act as referents prompting an evaluative judgment and thus give rise to a
3
4. particular action/ reaction oriented response often accompanied with physical expression
(Bagozzi, Gopinath, Iyer).
The process is shown below.
Events
“THE FULL HUMAN
IMPACT OF EMOTIONS
IS ONLY REALIZED
WHEN THEY ARE Cognitive Processing
SENSED, WHEN THEY
BECOME FEELING AND
WHEN THOSE FEELINGS Emotion Leraning
ARE FELT. THAT IS
WHEN THEY BECOME
KNOWN” Feeling
(Damasio, 1999, Quoted in
Elliot and Percy.) Attitude
Action
Importantly, there has been agreement that biological system dealing with emotions in the human
brain can operate separately storing information without involving cognitive processing (Eliot
and Percy). The ‘Prefrontal cortex’ and ‘Amygdala’ process emotion and they engage the
declarative memory system (Eichendaun, 2002). The declarative memory system is responsible
for cognitive processing (Eliot and Percy). What this implies is that although emotional
processing is done by a separate system (‘Prefrontal cortex’ and ‘Amygdala’), it influences and
overlaps with cognitive processing.
A measure of emotional involvement is trust (Rempel et al, 1985), which moves in stages from
predictability to dependability, to trust and then to faith, representing a hierarchy of emotional
involvement.
Trust requires a move from reliance on rational cognitions to reliance on emotion and sentiment
(Rempel et al, 1985, P13).
The scope of this study is limited to finding contribution and importance of non product attributes
based and emotion oriented factors to brand attitude.
Research Methodology:
Sampling frame: Students of a business school
Sampling units: Both male and female students,
Sampling elements: Users of the three product used for the study
Three products were arbitrarily chosen to find out their product level of involvement.* Seven
variables were used to find the levels of involvement.
4
5. Projective techniques and laddering techniques were used to find out the relevant variables of
brand attitude from ten subjects. The most occurring variables were used to framing the
questionnaire.
The resultant variables were used to find the brand attitude scores for each of the three brands,
using a slightly modified “Expectancy Value Model” developed by Martin Fishbein and Icek
Ajzen.
The formula used is Ai = Wi │Ii - bi│
When Ai = Attitude on variable i
Wi = Importance or weight of variable i.
I = Ideal performance on variable i.
bi = Actual performance on variable i
Respondents were asked ideal level of performance on each variable
Wi = {Mean of I for variable i/ ∑ Mean of I} *100, where I = Ideal performance
The variables were reduced to two factors by factor analysis.
A two dimensional brand trust scale, developed and validated by Ellena Delgado- Ballester,
Jose Luis Munuera –Aleman and Maria Jesus Yague-Guillen (published in “International
Journal of Marketing Research”, 2003, Vol. 45 Quarter1) was used to find the reliability trust,
intention trust and composite trust.
The definition of brand trust as proposed by Ballester, Aleman and Guillen reflects two distinct
components: (1) brand reliability, and (2) brand intentions. Brand reliability has a competence of
technical nature in other words, it concerns the perception that the brand fulfils or satisfies the
consumer's needs. Brand intention describes the consumer's belief that the brand's behaviour is
guided or motivated by favourable and positive intentions towards the consumer's welfare and
interests.
Then a Trust: Involvement ratio was calculated for each respondent. This ratio can show the trust
per unit of perceived risk as perceived risk is represented by product involvement level. The T/I
ratio will show us how much positive emotional association [represented by trust] the brand in
question has been able to generate for the perceived risk it carries. This concept is supported by
the following statement: “trust is required in situations of high perceived risks” (Elliot and Percy,
P 30)
T/I = Trust Score / Involvement Level
The scores were categorized as below:
0 to 1.32 – Low T/I.
1.32 to 3 --- medium T/I.
>= 3 – high T/I.
* Consumer involvement comes from three sources: i) Consumer, ii) Product
and iii) Situation. Product source of involvement was chosen because firstly consumer
profiling would have been an elaborate process which may not have been met with limited
time, money and access, secondly, to find the right consumer at their purchasing time is, in
more than one way, difficult, lengthy and, for the purpose of study, impractical.
5
6. All the product features were analyzed to find out their Principal Components. The Principal
Components could be easily categorized into Product and Service Efficiency Related
Components and Non Product and Service Efficiency Related Components, henceforth referred to
as PF and NPF respectively.
Univariate analysis of covariance (ANCOVA) was done first with interaction between
involvement levels* NPF & involvement levels* PF and then with interactions between T/I* PF
and T/I *NPF.
The dependent variable was attitude scores, category factors were involvement levels and T/I
scores and covariates were NPF and PF.
To understand the degree and the direction of the influence of PF and NPF on Brand Attitude
regression analysis was executed.
The direction of the influence of PF and NPF on Brand Attitude found by the regression analysis
is again substantiated by Chao Test.
RESULTS:
Cadbury Mean Attitude: 44.05, Trust score (reliability): 4.12,
Trust score (Intention): 3.32 Trust score (all): 3.43
Axe Mean Attitude: 90.74, Trust score (reliability): 3.48,
Trust score (Intention): 3.13 Trust score (all): 3.30
Compaq Mean Attitude: 86.23, Trust score (reliability): 3.61,
Trust score (Intention): 3.37 Trust score (all): 3.49
Descriptive Statistics (COMPAQ)
Std.
Mean Deviation N
ATTITUD
E OF
86.2318 52.76146 32
EACH
PERSON
Descriptive Statistics (CADBURY)
Std.
Mean Deviation N
ATTITUD
E OF
44.0550 31.83615 34
EACH
PERSON
6
7. Descriptive Statistics (AXE)
Std.
Mean Deviation N
ATTITU
DE OF
90.7385 59.52077 34
EACH
PERSON
FACTOR ANALYSIS:
CADBURY Total Variance Explained
Extraction Sums of Rotation Sums of
Initial Eigenvalues Squared Loadings Squared Loadings
% of Cumul % of Cumul % of Cumul
Comp Varian ative Varian ative Varian ative
onent Total ce % Total ce % Total ce %
1 5.091 46.286 46.286 5.091 46.286 46.286 3.135 28.497 28.497
2 1.190 10.821 57.108 1.190 10.821 57.108 2.517 22.885 51.382
3 1.097 9.971 67.079 1.097 9.971 67.079 1.727 15.697 67.079
4 .913 8.296 75.374
5 .807 7.333 82.707
6 .623 5.662 88.369
7 .486 4.422 92.792
8 .325 2.955 95.747
9 .239 2.169 97.916
10 .125 1.140 99.056
11 100.00
.104 .944
0
Extraction Method: Principal Component Analysis.
Rotated Component Matrix (a)
Component
PF NPF 3
MIKY .700 Extraction Method: Principal
TASTY .881 Component Analysis. Rotation
SMOOTH .519 Method: Varimax with Kaiser
SWEET .846 Normalization.
LOVE .646 a Rotation converged in 6
CELEB .677 iterations.
FRNDS .667
KIDS .760
YOUNG .667
PAMP .831
COLR .657
7
8. KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .738
Bartlett's Test of Approx. Chi-Square 185.364
Sphericity df 55
Sig. .000
Reliability Coefficients 5 items FOR FACTOR PF (ONE)
Alpha = .8878 Standardized item alpha = .8901
Reliability Coefficients 3 items FOR FACTOR NPF (TWO)
Alpha = .69 Standardized item alpha = .6921
Reliability Coefficients 2 items FOR FACTOR 3 (THREE)
Alpha = .3662 Standardized item alpha = . 3772
AXE
Rotated Component Matrix (a)
Component
PF NPF
VAR .807
SKIN .748
STYL .773
YOUNG .814
SEX .713
ELIT .868
XFAC .778
MYSTRE
.605
Y
TRND .595
FASHIO
.846
N
FUN .808
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser
Normalization.
a Rotation converged in 3 iterations.
8
9. Correlations
MYS FAS
SKI STY YOU XFA TRE TRN HIO
VAR N L NG SEX ELIT C Y D N FUN
VAR 1.00
.629 .673 .540 .292 .214 .575 .344 .404 .653 .236
0
SKI 1.00
.629 .560 .600 .417 .280 .587 .318 .583 .666 .379
N 0
Sig. ATO
(1- FEA
.030 .028 .000 .001 .002 .000 .000 .002 .041 .019 .023
tailed CH
)
VAR . .000 .000 .000 .047 .112 .000 .023 .009 .000 .090
SKI
.000 . .000 .000 .007 .054 .000 .033 .000 .000 .013
N
Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of % of % of
Compo Varianc Cumula Varianc Cumula Varianc Cumula
nent Total e tive % Total e tive % Total e tive %
1 5.971 54.282 54.282 5.971 54.282 54.282 4.733 43.031 43.031
2 1.359 12.356 66.638 1.359 12.356 66.638 2.597 23.607 66.638
3 .948 8.620 75.258
4 .581 5.279 80.537
5 .498 4.523 85.060
6 .430 3.905 88.966
7 .361 3.279 92.245
8 .272 2.473 94.718
9 .225 2.042 96.760
10 .209 1.896 98.656
11 .148 1.344 100.000
Extraction Method: Principal Component Analysis.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .881
Bartlett's Test of Approx. Chi-Square 209.189
Sphericity Df 55
Sig. .000
9
10. R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) FOR FACTOR 1 (ONE)
Reliability Coefficients 8 items
Alpha = .9136 Standardized item alpha = .9145
Reliability Coefficients FOR FACTOR 2(TWO) 3 items
Alpha = .7911 Standardized item alpha = .7910
COMPAQ
Rotated Component Matrix(a)
Component
1 2 3
BATTER
.428
Y
SPEAK .825
SOUND .753
LCD .523
MOVI .856
MUSIC .688
ENTERT .645
ATTRAC
.799
T
STYL .832
FEELBET
.878
T
LOGO .736
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser
Normalization.
a Rotation converged in 12 iterations.
10
11. Total Variance Explained
Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues Squared Loadings Loadings
% of Cumul % of Cumul % of Cumul
Compo Varian ative Varian ative Varian ative
nent Total ce % Total ce % Total ce %
1 5.109 46.448 46.448 5.109 46.448 46.448 3.241 29.465 29.465
2 1.486 13.511 59.959 1.486 13.511 59.959 2.867 26.062 55.528
3 1.183 10.755 70.714 1.183 10.755 70.714 1.670 15.186 70.714
4 .914 8.309 79.023
5 .728 6.620 85.643
6 .533 4.842 90.486
7 .336 3.058 93.544
8 .296 2.689 96.232
9 .190 1.725 97.957
10 .155 1.407 99.365
11 100.00
.070 .635
0
Extraction Method: Principal Component Analysis.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .778
Bartlett's Test of Approx. Chi-Square 194.454
Sphericity Df 55
Sig. .000
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) FOR FACTOR 1 (ONE)
Reliability Coefficients 4 items
Alpha = .8728 Standardized item alpha = .8812
Reliability Coefficients FOR FACTOR 2 (TWO) 5 items
Alpha = .7715 Standardized item alpha = .7722
Reliability Coefficients FOR FACTOR 3 (TWO) 2 items
Alpha = .7316 Standardized item alpha = .7372
11
12. INTERPRETATION:
In case of Cadbury factor one can be named ‘product feature’ factor as it contains variables taste,
smoothness and sweetness, all of which convey quality of the product.
Milky has low correlation with other three qualitative factors (.289, .406 and .287 for taste,
smoothness and sweetness respectively). Factor one has an alpha of .8878 which is great.
Factor two represents friendship, childhood and the feeling of being pampered. We call it the
‘childhood factor’. It has a relatively low alpha at .69, which borders the acceptance level of .70.
We accept the factor.
Factor three represents love and colour and we call it the ‘romance factor’. But it has a very low
alpha value of .3662 implying that this factor may be measuring multidimensionality.
In case of Axe factor one can be named the ‘product feature’ factor as it contains variables variety
and skin care both of which convey quality of the product. But it also contains variables like style,
youth, fashion, and x factor, which are non product attribute related. However correlation among
them is high and significant meaning these emotional qualities have been strongly associated and
identified with the two product factors. This factor has high alpha value of .9136.
The second factor, again, is measuring the emotional benefits like the feeling of being elite or a
class feeling, fashionable, and fun. This non-attribute factor can be called ‘fashion factor’. This
factor has an alpha value of .7911
Compaq also yields two factors the first of which relates to the emotional benefits like feeling
competent, attraction, and style. It has an alpha value of.8728.
The second factor is clearly a ‘product attribute factor’ measuring sound, battery, speaker and
LCD screen. It has an alpha score of .7715.
The third factor measures entertainment value and contains movie and music variables.
The third factor has an alpha value of .7316.
Bartlett's Test of Sphericity has been done to test for the reliability of the factor.
Bartlett's Test of Sphericity tests the null hypothesis that the intercorrelation matrix comes from a
population in which the variables form an identity matrix. If it is an identity matrix it would
extract as many factors as variables, since each variable would be its own factor. And Kaiser-
Meyer-Olkin Measure of Sampling Adequacy test has also been done.
If two variables share a common factor with other variables, their partial correlation (aij) will be
small, indicating the unique variance they share.
If aij ≅ 0.0
The variables are measuring a common factor, and KMO ≅ 1.0
If aij ≅ 1.0
The variables are not measuring a common factor, and KMO ≅ 0.0
For all three factor analysis done the Bartlett's Test of Sphericity is significant at .000.
And the KMO scores are .738, .881, and .778 for Cadbury, Axe and Compaq repectivly.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO)
12
13. KMO Value Degree of Common Variance
0.90 to 1.00 Marvelous
0.80 to 0.89 Meritorious
0.70 to 0.79 Middling
0.60 to 0.69 Mediocre
0.50 to 0.59 Miserable
0.00 to 0.49 Don't Factor
ANCOVA:
Univariate Analysis of Variance
MODEL 1
Between-Subjects Factors
Value Label N
INVOLVEM 1
Low
ENT 34
involvement
LEVELS
2 Medium
34
involvement
3 High
32
involvement
Tests of Between-Subjects Effects
Dependent Variable: ATTITUDE
Type III Sum
Source of Squares df Mean Square F Sig.
Corrected Model 133273.412(a) 8 16659.176 10.233 .000
Intercept 542359.443 1 542359.443 333.143 .000
INVOLVEM 44768.606 2 22384.303 13.750 .000
NPF 53447.047 1 53447.047 32.830 .000
PF 11874.539 1 11874.539 7.294 .008
INVOLVEM *
14657.975 2 7328.988 4.502 .014
NPF
INVOLVEM * PF 9322.060 2 4661.030 2.863 .062
Error 148148.718 91 1628.008
Total 820530.360 100
Corrected Total 281422.130 99
a R Squared = .474 (Adjusted R Squared = .427)
13
14. MODEL 2
Between-Subjects Factors
Value
Label N
Trus 1 Low
t trust 51
ratio ratio
2 Medium
n trust 23
ratio
3 High
trust 26
ratio
Tests of Between-Subjects Effects
Dependent Variable: Attitude
Type III Sum
Source of Squares df Mean Square F Sig.
Corrected Model 125745.942(a) 8 15718.243 9.188 .000
Intercept 328536.855 1 328536.855 192.045 .000
TRUSTRAT 41607.309 2 20803.655 12.161 .000
PF 3873.284 1 3873.284 2.264 .136
NPF 18441.985 1 18441.985 10.780 .001
TRUSTRAT *
5272.548 2 2636.274 1.541 .220
PF
TRUSTRAT *
16792.134 2 8396.067 4.908 .009
NPF
Error 155676.187 91 1710.727
Total 820530.360 100
Corrected Total 281422.130 99
a R Squared = .447 (Adjusted R Squared = .398)
Model one shows that there is significant interaction between NPF and involvement level, which
means the influence of the covariate take into account the value or the category of the factor
(level of involvement). But there is no significant interaction between PF and involvement at 5
percent significance level.
However the main effects show NPF and involvement level to have the highest influence.
If we wanted to get a “semipartial R-square” for just the effects of NPF, after controlling for these
other two variables, we would look at the Type III SS for NPF, and compare it to the “corrected
total” Type III SS.
14
15. Semipartial R^2 for “NPF” = Type III SS for NPF/“corrected total” Type III SS
= 53447.047/281422.130 = 0.1899177 or 19%
Semipartial R^2 for “involvement” = 44768.606/281422.130 = 15.907%
Semipartial R^2 for “PF” = 11874.539/281422.130 = .0421947 or 4.219%
Semipartial R^2 for “involvement*NPF” = 14657.975/281422.130 = 0.052085 or 5.208%
Model two, again, shows significant interaction between Trust and NPF. And Trust and NPF has
much higher main effects than PF. PF does not have significant main effect at 5% significance.
Semipartial R^2 for “NPF” = 18441.985/281422.130 = 6.553%
Semipartial R^2 for “Trust*NPF” = 16792.134/281422.130 = 5.966%
Semipartial R^2 for “Trust” = 41607.309/281422.130 = 14.784%
IMPLICATIONS:
From ANCOVA we find that the influence of emotion (NPF) make significant differences in
brand attitude and that the extent of this influence is mediated by both trust and involvement level.
But even without interactions the main effects of emotion (NPF) is quite palpable. In other words
the extent of influence of emotion on brand attitude depends on how involved the product
requires the consumer to be to consume it and how much the consumer trusts the band.
But, as has been mentioned, emotion has large individual influence on brand attitude as well,
regardless of trust and involvement level.
In conflict with some of the theories*, emotion has been found to be intruding where, by
common perception, rationality only should reign. For different products with different
involvement levels, emotion has been found to be making a significant difference in the
formation of brand attitude.
To understand the degree and the direction of the influence of emotion regression analysis is
helpful. The following are the information from that effort.
Beta:
For Cadbury (low involvement):
PF = -.086, NPF = -.204
For Axe (medium involvement)
PF = -.415, NPF = -.484
For Compaq (high involvement)
PF = -.109, NPF= -.666
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16. Emotion is making continuously larger impact on brand attitude, as for higher involvement level
products the slope (beta) is continuously increasing. It has to be seen whether higher involvement
means larger impact of emotion on brand attitude or not. A Chow test has been done to test
whether this increase holds true for the population or not.
The Chow test basically sees if slope for two or more groups are similar or not or in other words
if two regression lines are different from one another. It was originally designed
to analyze the same variables obtained in two different data sets to determine if they were similar
enough to be pooled together.
The test is run in SPSS. As it cannot be done with GUI, Paste (command) was used.
Tests of Between-Subjects Effects
Dependent Variable: ATTITUDE
Source Type III Sum of Squares DF Mean Square F Sig.
INVOLVEM * NPF 14657.985 2 7328.993 3.282 .042
INVOLVEM * PF 9322.044 2 4661.022 1.721 .184
It shows that emotion (NPF) significantly differs in different involvement levels. And we can
infer that emotion contributes more for higher involvement level products as it shown by the
regression slopes.
Conclusion*:
Based on what we have found here, we can safely say that the brand and product manager has
more scope and elbow space to position the brand on emotional parameters and not restrict
themselves to exploring only the product attribute, price based positioning. Acceptance of the fact
that emotion is a supremely powerful gift of the mind, can lead us to yet unexplored facets of
marketing. Advertising can, for example, take a lot from this realisation and go for creatives that
address the emotions more.
The rational and thinking area of the FCB grid is invaded strongly by emotion from the emotional
and feeling area. When feeling becomes heavily important, then it has to be explored, tested and
proved how much of thinking really happens and when and for what exactly.
*THIS CONCLUSION IS NOT EXHAUSTIVE.
YOUR CONTRIBUTION IN COMMENTS AND CRITICISM IS HEARTILY WELCOM.
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