Which of the following is true in the context of consumer emotions?
A) Marketers like to create appraisals leading to emotions that evoke avoidance behaviors in consumers.
B) Actions bring value to a consumer to the extent that desirable emotional states can be created.
C) Appraisals do not involve conflicting behavioral responses.
D) Emotions do not influence how marketing messages are processed.

Question

Quizplus · Accepted Answer

Consumer emotions play a significant role in determining the value that consumers derive from a particular product or service. Consumers associate particular emotions with products, and these emotions impact their overall satisfaction with the products. Marketers try to create positive emotions that are associated with their products or services to trigger desirable behavioral responses from consumers. These behaviors can result in positive outcomes like loyalty, repeat purchases, sharing positive experiences with others, etc. Appraisals, which are evaluations of a situation, often involve conflicting behavioral responses, but they can be manipulated by marketers to evoke desired emotions. Processing marketing messages is also influenced by consumer emotions, and marketers strive to create emotional connections with consumers through their messages.

Which of the Following Is True in the Context of Consumer