Disney tries to create a magical experience for guests visiting its parts and resorts. The company knows that positive emotions can become stored as part of the meaning visitors have for Disney, and the company wants consumers to come back again and again. Positive emotion that becomes stored as part of the meaning of Disney for consumers is called _____.
A) emotional contagion
B) schema-based affect
C) nostalgia
D) mood-congruent knowledge
E) emotional network

Question

Quizplus · Accepted Answer

Schema-based affect refers to emotions that become associated with a particular brand or entity and become stored as part of a consumer's meaning for that brand. In this case, Disney wants to create positive emotions that become associated with their brand and encourage repeat visits. Emotional contagion refers to the spread of emotions from one person to another, nostalgia is a feeling of longing for the past, mood-congruent knowledge refers to the influence of mood on memory recall, and emotional network is not a recognized term in consumer behavior.

Disney Tries to Create a Magical Experience for Guests Visiting