The impact of emotional appeal and the media context on the effectiveness of commercials for not-for-profit and for-profit brands

This study investigates the impact of emotions, both ad- and context-evoked, on the effectiveness of commercials for not-for-profit vs. for-profit brands. Two types of emotional impact are taken into account: firstly, the emotional appeal of the commercial itself and secondly, the emotion evoked by the context in which the commercial is embedded. Effectiveness is made operational by both rational (recall, recognition) and emotional measures (likeability, understanding of the ad and reduced intention to switch the ad). The main research uses a 2 × 2 between subjects design where the context (warm vs. sad film fragment) and the type of commercial (warm vs. sad) were manipulated for not-for-profit and for-profit brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, sadness as an execution approach works better for commercials. This is in particular the case for the rational impact measures of the for-profit brands. For the not-for-profit brands, the emotional measures have significantly higher scores. Moreover, a context-evoking sadness proves to be the most responsive for the for-profit brands.     

Sadness bright as glass: the acceptance of emotionally sensitive radical innovation

Abstract

The existing literature acknowledges the importance of emotions in consumer decision-making and the challenges of radical innovation adoption; however, the literature seldom combines these two streams. The purpose of this study was to analyse potential adopters’ considerations concerning an innovation that is targeted at intense negative emotions. Choosing a case-study strategy enabled us to focus on extremely negative emotions (related to death) and the acceptance of a radical innovation (a memorial stone made of glass). In this study, we applied a longitudinal mixed-methods approach. Data were collected via interviews with consumers (357 respondents), the entrepreneur and her employee. Findings show that an emotionally sensitive radical innovation evokes more intense emotions and emotional ambivalence among consumers. Its acceptance also seems to depend on the age and gender of the customers and requires cultural change. A lengthy adoption process seems to be characteristic of emotionally intensive innovation. This study has implications for managers facing the challenge of creating new markets for a radical innovation that involves extreme emotions on the part of consumers. Theoretically, the study contributes to both innovation adoption and consumer decision-making literature.     

An emotional economy of mundane objects

This article illuminates the affective potentialities of objects. We examine the circulation of Kurdish music cassettes in Turkey during the restrictive and strife-laden period of the 1970s, 1980s, and 1990s. We find that the practices comprising circulation – recording, hiding, playing, and exchanging cassettes – constituted tactical resistance and generated communal imaginaries. We illuminate the “emotional economy” that is animated by a mundane object: the cassette, through its circulation, becomes saturated with emotions, establishes shared emotional repertoires, and habituates individuals and collectives into common emotional dispositions. Cassettes thus play a part in shaping and reinforcing an emotional habitus that accompanies the emergence of a sense of “us,” the delineation of the “other,” and the relationship between the two. We thus demonstrate the entwinement of materiality and emotions, and examine how this entwinement generates emotional structures that shape and perpetuate the imagining of community as well as the enactment of resistance.     

不合规任务对员工工作绩效的影响研究:一个被调节的双中介模型北大核心

基于认知—情感个性系统理论和资源保存理论构建了一个被调节的双中介模型,探讨了不合规任务对员工工作绩效的影响机制。通过对建筑行业239份领导与员工配对数据的分析发现:(1)不合规任务对员工工作绩效具有显著的负向影响;(2)工作目标进展和情绪耗竭在不合规任务与员工工作绩效间起中介作用;(3)时间管理技能不仅弱化了不合规任务与工作目标进展的负向关系,还削弱了不合规任务与情绪耗竭的正向关系;(4)时间管理技能负向调节了工作目标进展在不合规任务与员工工作绩效间的中介作用,对情绪耗竭在不合规任务与员工工作绩效间中介作用的负向调节效应不显著。本研究的结论为企业进行员工压力和任务管理,提高工作绩效提供实践指导。     

基于知识图谱的社区团购媒体舆论情感倾向分析

基于知识图谱方法,依据Python爬取的数据,考量媒体舆论对社区团购的情感倾向.结果显示:不正当竞争、价格混乱、缺乏售后以及供应链条不畅等,导致媒体舆论对社区团购的情感倾向以"消极"为主.鉴此,应建立健全市场竞争机制和监管机制、完善质量导向定价机制、改进团长主理人培育机制、优化供应链共享合作模式等,以促进社区团购长效健康发展.