Disney tries to create a magical experience for guests visiting its parks 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. Which term refers to the positive emotion consumers experiences and store as part of the meaning of Disney?
A) emotional contagion
B) schema-based affect
C) nostalgia
D) mood-congruent knowledge

Question

Quizplus · Accepted Answer

Schema-based affect refers to the emotions or feelings that become linked to a particular brand, person, or object. In the given scenario, the positive emotions experienced by consumers during their visit to Disney become stored as part of the meaning they associate with the brand. This is an example of schema-based affect. Emotional contagion refers to the process where emotions are transferred from one person to another, which is not applicable here. Nostalgia refers to the feeling of pleasure and emotional connection associated with past memories or events, which may be relevant to some Disney visitors, but not all. Mood-congruent knowledge refers to the phenomenon where people remember more information that is congruent with their current mood, which is not relevant in this scenario either.

Disney Tries to Create a Magical Experience for Guests Visiting