{"id":1652,"date":"2018-02-28T15:24:39","date_gmt":"2018-02-28T15:24:39","guid":{"rendered":"http:\/\/emotional-territories.de\/our-science\/"},"modified":"2018-03-12T09:59:35","modified_gmt":"2018-03-12T09:59:35","slug":"our-science","status":"publish","type":"page","link":"https:\/\/emotional-territories.de\/en\/our-science\/","title":{"rendered":"Our Science"},"content":{"rendered":"<div id='full_slider_1'  class='avia-fullwidth-slider main_color avia-shadow   avia-builder-el-0  el_before_av_section  avia-builder-el-first   container_wrap fullsize'  ><div  class='avia-slideshow av-av_slideshow_full-8a6f5691fe3f2ba9ecf2f08a996a179a avia-slideshow-featured av_slideshow_full avia-slide-slider av-slideshow-ui av-control-default av-slideshow-autoplay av-loop-endless av-loop-manual-endless av-default-height-applied   avia-slideshow-1' data-slideshow-options=\"{&quot;animation&quot;:&quot;slide&quot;,&quot;autoplay&quot;:true,&quot;loop_autoplay&quot;:&quot;endless&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 28.666666666667%;'><li  class='avia-slideshow-slide av-av_slideshow_full-8a6f5691fe3f2ba9ecf2f08a996a179a__0  slide-1 slide-odd'><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img class=\"wp-image-2293 avia-img-lazy-loading-not-2293\"  src='https:\/\/emotional-territories.de\/wp-content\/uploads\/2017\/09\/emotional-territories_landkarte_basis_english_slider_part_1-1500x430.png' width='1500' height='430' title='Emotional Territories Landkarte' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class='avia-slideshow-slide av-av_slideshow_full-8a6f5691fe3f2ba9ecf2f08a996a179a__1  slide-2 slide-even'><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img class=\"wp-image-2294 avia-img-lazy-loading-not-2294\"  src='https:\/\/emotional-territories.de\/wp-content\/uploads\/2017\/09\/emotional-territories_landkarte_basis_english_slider_part_2-1500x430.png' width='1500' height='430' title='emotional-territories_landkarte_basis_english_slider_part_2' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><\/ul><div class='avia-slideshow-arrows avia-slideshow-controls' ><a href='#prev' class='prev-slide ' aria-hidden='true' data-av_icon='\ue87c' data-av_iconfont='entypo-fontello'  tabindex='-1'>Previous<\/a><a href='#next' class='next-slide ' aria-hidden='true' data-av_icon='\ue87d' data-av_iconfont='entypo-fontello'  tabindex='-1'>Next<\/a><\/div><div class='avia-slideshow-dots avia-slideshow-controls'><a href='#1' class='goto-slide active' >1<\/a><a href='#2' class='goto-slide ' >2<\/a><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_section-1b200fc73d90e471f84cc10956cc440c\">\n.avia-section.av-av_section-1b200fc73d90e471f84cc10956cc440c .av-parallax .av-parallax-inner{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/emotional-territories.de\/wp-content\/uploads\/2017\/09\/hintergrund-artikel-website-1.png);\nbackground-position:0% 0%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-av_section-1b200fc73d90e471f84cc10956cc440c main_color avia-section-default avia-no-shadow  avia-builder-el-1  el_after_av_slideshow_full  el_before_av_section  av-parallax-section avia-bg-style-parallax container_wrap fullsize'  data-section-bg-repeat='no-repeat'><div class='av-parallax' data-avia-parallax-ratio='0.3' ><div class='av-parallax-inner main_color avia-full-stretch'><\/div><\/div><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1652'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf av_one_fifth  avia-builder-el-2  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-zero-column-padding '     ><div  class='avia-button-wrap av-av_button-9faafbd415971f78fdd1d6e3bd71ff77-wrap avia-button-center  avia-builder-el-3  avia-builder-el-no-sibling '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button-9faafbd415971f78fdd1d6e3bd71ff77\">\n#top #wrap_all .avia-button.av-av_button-9faafbd415971f78fdd1d6e3bd71ff77{\nbackground-color:#c81148;\nborder-color:#c81148;\ncolor:#ffffff;\n-webkit-transition:all 0.4s ease-in-out;\n-moz-transition:all 0.4s ease-in-out;\n-ms-transition:all 0.4s ease-in-out;\n-o-transition:all 0.4s ease-in-out;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='http:\/\/emotional-territories.de\/en\/our-research\/'  class='avia-button av-av_button-9faafbd415971f78fdd1d6e3bd71ff77 avia-icon_select-no avia-size-medium avia-position-center'  ><span class='avia_iconbox_title' >Deutsche Version<\/span><\/a><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8 av_three_fifth  avia-builder-el-4  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-9e321f83f18a092fc2f66e1dfd5478a2\">\n#top .av-special-heading.av-av_heading-9e321f83f18a092fc2f66e1dfd5478a2{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-9e321f83f18a092fc2f66e1dfd5478a2 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-9e321f83f18a092fc2f66e1dfd5478a2 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-9e321f83f18a092fc2f66e1dfd5478a2 av-special-heading-h2  avia-builder-el-5  el_before_av_hr  avia-builder-el-first '><h2 class='av-special-heading-tag'  itemprop=\"headline\"  >The Science Behind<br \/>Emotional Territories<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-16b509a5195eb20636728f8eced9ba64\">\n#top .hr.hr-invisible.av-av_hr-16b509a5195eb20636728f8eced9ba64{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-av_hr-16b509a5195eb20636728f8eced9ba64 hr-invisible  avia-builder-el-6  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2bd894dbf2e4bf2c4acf98ce4fbf94aa'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4><strong><em>The role of emotions<\/em><\/strong><\/h4>\n<p>How do consumers feel about a brand? And how can we assess emotions towards a particular brand? The role of emotions in consumer behaviour has received great interest lately. Both practitioners and researchers agree upon the fact of emotions being very relevant and evident in human consumption. Several studies confirm this by showing that emotions, affect, feelings, and moods play a critical role in determining consumers\u2019 behaviours (Bagozzi, Gopinath, Nyer, 1998; Huang, 2001; Thomson et al., 2005; Carlson et al., 2007).<\/p>\n<p>Even though emotions profoundly influence consumer decisions there is no tool to date that has been consistently used across companies to draw up an emotional profile of a brand.<\/p>\n<p>What is even more surprising, only 47% of marketing leaders are aware of what their brand feels like for consumers (YouGov Deutschland AG &amp; Supersieben GmbH &amp; Co.KG, 2015). The underlying cause seems to be a lack of standardised procedures to be able to determine an emotional profile of a brand. In fact only 24% reported having applied a tool specifically designed to measure emotive characteristics of a brand.<\/p>\n<h4><em><strong>Finding a relevant scale for assessing emotions<\/strong><\/em><\/h4>\n<p>Within the psychology and consumer behaviour literature, as well as in the marketing literature, there is a considerable number of scales for measuring emotions (Hansen &amp; Lundsteen, 2006). However, each tends to have problems in application to advertising research. For example, one of the most influential emotional theories (Plutchik\u2019s circular model of emotion, 1980) shows that one can combine and mix basic emotions to create new ones. That is, love can be understood as a combination of joy and trust. Nevertheless, Plutchik\u2019s classification has been frequently criticized for its limited number of underlying dimensions of emotions.<\/p>\n<p>As the existing approaches do not provide much insight into the full range of emotions a marketing representative may want to study, Aaker and colleagues (1988) generated a list that represents the full spectrum of emotions likely to be generated by advertisements \/ brands. In order to do this Aaker et al. first compiled a list relying on validated theoretical frameworks of emotions, including Plutchik\u2019s (1980) 40 emotions, Smith and Elssworth\u2019s (1985) 15 emotions, and Davitz\u2019s (1970) 80 emotions. Additionally, lists from audience perception studies were adopted such as Aaker and Bruzzone\u2019s (1981) list of 20 adjectives, Schlinger\u2019s (1979) 32 response statements, and 600 adjectives from Wells, Leavitt, and McConville (1971). Emotions most relevant to the marketing \/ consumer literature were derived from this long list and divided into sets of positive and negative feelings. Within each set (positive | negative) similar emotions were grouped together. Each feeling cluster is headed by a label that attempts to capture the essence of the cluster. For example, \u201cfascinated\u201d, \u201cimpressed\u201d, and \u201cattentive\u201d forms the feeling cluster \u201cinterested\u201d. In the end, Aaker et al. came up with a list of 180 items, clustered into 31 feelings (16 positive &amp; 15 negative) (for a more detailed explanation of the procedure refer to Aaker et al., 1988).<\/p>\n<h4><em><strong>Our approach<\/strong><\/em><\/h4>\n<p>One hundred and eighty items may cover a thorough range of emotions relevant to the marketing context. However, this list is not suited for practical use. This is why we, firstly shortened Aaker and colleague\u2019s list from 180 to 50 emotions to overcome response rate failure (Galesic &amp; Bosnjak, 2009), Secondly, we use a list of emotions and values since these are interlinked. \u201cEmotions are judgments of value\u201d as stated by Todd (2014). Yet values are fact based and hence add a new quality to the panel. Values can be incorporated depending on the brand we are looking at (i.e. security for airlines). Please note that emotions and values may be used interchangeably from now on. Lastly, it is important to mention that whereas the original study contained equal amounts of positive and negative emotions we have focused on the positive with only a few negative emotions. This is due to the fact that a brand positioning will always be formulated in a positive way.<\/p>\n<p>Having developed a list of 50 emotions, we thought about a way of how the contained emotions should best be measured in order to learn about consumers\u2019 emotional attachment towards a particular brand. Rossiter and Bellman (2005) defined two types of emotions and subsequently described how they should be measured. This measurement has important implications for our tool and its application.<\/p>\n<h4><em><strong>Measuring Emotions \u2013 Type 1 vs. Type 2 Emotions<\/strong><\/em><\/h4>\n<p>Rossiter and Bellman (2005) differentiate between Type 1 Emotions (E1) and Type 2 Emotions (E2). Type 1 Emotions are instinctive reactions and comprised of pleasure, arousal, and dominance (P-A-D) (Russel &amp; Feldman Barrett, 1999). During a typical day, an individual will experience a range of Type 1 Emotions, which may at times trigger physiological reactions. Thus, they can be measured by psychophysical recording such as galvanometric skin response (GSR). Type 2 Emotions, on the other hand, are extreme states of Type 1 Emotions that individuals have learned to associate with different cognitive appraisals. These cognitive appraisals answer the question: \u201cWhat emotion am I feeling?\u201d The answer may be for instance: \u201cjoy\u201d, \u201cfear\u201d, or \u201clove\u201d. Logically, Type 2 Emotions cannot be measured by psychophysiological recording. Instead, researchers have to rely on self-report ratings. Rossiter and Bellman (2007) further argue that Type 2 Emotions, as opposed to Type 1 Emotions, are not continuous but rather are discrete (all-or-none; \u201cyes\u201d or \u201cno\u201d, respectively) and hence must be measured binary. Capturing consumers\u2019 Type 2 Emotional attachment to brands with a binary rating is highly accurate as it reflects an individual\u2019s own interpretation of their emotional state, rather than an average of aggregated responses (Bellman, 2007).<\/p>\n<p>To sum up, the best measure of Type 2 Emotions is a simple binary question: \u201cAre you feeling this emotion? \u2013 Yes or No\u201d, as an individual\u2019s labelling is precious when predicting that person\u2019s behaviour. Thus, in order to detect whether a certain emotion is linked to a brand we follow the principle of how to measure Type 2 emotions.<\/p>\n<h4><em><strong>Degrees of emotions<\/strong><\/em><\/h4>\n<p>Bellman (2007) puts forth that there are degrees of Type 2 Emotions. Have you ever wondered what differentiates \u201cangry\u201d from \u201creally angry\u201d? That is, anger may conflict with another emotion, such as love. One might feel really angry, because a beloved person was acting inappropriately.<\/p>\n<p>This implies that the addition of two emotions results in a completely new emotion. When determining what kind of love a participant feels towards a brand it is important to look at the emotion closest to love in his or her response: is it more of a compassionate love or rather an open-hearted friendship?<\/p>\n<p>It is the combination of emotions that creates new dimensions \u2013 by taking this into account the list of 50 emotions &amp; values adds up to 10<sup>32<\/sup> possible combinations of emotions.<\/p>\n<p>This is a huge amount of data points needing to be analysed. To explain how this is done practically, we first describe how a typical study design looks like, highlighting its advantages. Then we show how the obtained data points are being analysed and finally how they can be interpreted.<\/p>\n<h4><em><strong>Study design \/ Methodology<\/strong><\/em><\/h4>\n<p>1.000 participants are recruited to participate in a web-based self-report study. YouGov, specialised in market research worldwide, helps gathering study participants. Participants answer a simple binary question (\u201care you feeling this emotion when thinking of e.g. xx? Yes or no\u201d), being shown 50 emotions and values one at a time. From this we conceive around 50.000 data points. These data points are then translated by an algorithm into 3 to 6 emotional territories.<\/p>\n<p>This study design bears several advantages. First, due to a large sample results are applicable to the general population (Cochran, 1977). Second, the questionnaire is short enough to overcome response rate failure (Galesic &amp; Bosnjak, 2009). Third, capturing consumers\u2019 attachment to brands with a binary rating is highly accurate as it reflects an individual\u2019s own interpretation of their emotional state, rather than an average of aggregated responses (Rossiter &amp; Bellman, 2007).<\/p>\n<h4><em><strong>Analysing data points \u2013 The Algorithm<\/strong><\/em><\/h4>\n<p>The obtained data points are being analysed by an algorithm developed by Dr. T. Meyh\u00f6fer (2015).<\/p>\n<p>To understand how the algorithm works it is helpful to think about a situation which most of us have probably encountered in everyday life: if you buy a product from Amazon you subsequently receive an e-mail which states: \u201cCustomers who bought the &#8220;Philips Hue LED Lamp Starter Set&#8221; also bought these products\u201d \u2013 Philips Hue LightStrips, Reality Light, Wireless Dimming Kit, Bulb holder etc.<\/p>\n<p>A similar method is applied by our algorithm: i.e. those participants linking love with a particular brand may also connect joy, friendship, curiosity, and creativity with it. Emotions that are intertwined result in a so-called emotional territory.<\/p>\n<h4><em><strong>How to interpret an emotional territory<\/strong><\/em><\/h4>\n<p>Having first applied quantitative measures we now apply qualitative evaluations to interpret an emotional territory unveiled by the algorithm. Using different research methods can provide new information that quantitative cannot address (Gaur, Herjanto, Makkar, 2014). Basically, each emotional territory is headed by a label that attempts to capture the essence of the territory. Emotions are always grouped in pairs which in turn are part of an overarching cluster; this is continued until all emotions within that territory have been covered.<\/p>\n<h4><em><strong>Deep and Broad Exploration<\/strong><\/em><\/h4>\n<p>The territories can be explored in different ways \u2013 either by looking at the range of territories overall (broad) or exploring the different angles within a territory (deep) (Woods, 2001).<\/p>\n<p>One example: Many whisky brands occupy the territory of maturity. Some associate maturity with particular qualities such as discernment, wisdom or friendship; extra social and sexual confidence; passing of experience and wisdom from father to son.<\/p>\n<p>When applying the emotional territory tool there is no guessing about which maturity is most fitting for the brand \u2013 it is clear from the outcome.<\/p>\n<h4><em><strong>The difference between success and failure<\/strong><\/em><\/h4>\n<p>As Woods (2001) has stated \u201cbrand marketing is in the business of selling emotional connections rather than product benefits\u201d. In defining these connections lies a huge potential for brands: to differentiate from others, to change or stretch an existing positioning. Finding a particular nuance within an emotional territory can be a powerful and lasting bond to the consumer. This is why the qualitative element is key here \u2013 the type of emotion makes all the difference.<\/p>\n<p>We believe that a company does not have to be born with the emotional DNA of Apple or McDonalds to succeed. Even a vacuum cleaner or moist food for cats can form powerful connections. You simply have to find out about your company\u2019s\u2019 \/ brand\u2019s DNA to enhance the nuance that is important to your target group and that no competitor can claim.<\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-av_hr-0ff602b3e980a3377077ff3c1c834df6 hr-default  avia-builder-el-8  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-c4b49dc26a86edba42d4bbdffe76a285\">\n#top .av-special-heading.av-av_heading-c4b49dc26a86edba42d4bbdffe76a285{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-c4b49dc26a86edba42d4bbdffe76a285 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-c4b49dc26a86edba42d4bbdffe76a285 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-c4b49dc26a86edba42d4bbdffe76a285 av-special-heading-h2 blockquote modern-quote modern-centered  avia-builder-el-9  el_after_av_hr  el_before_av_hr '><h2 class='av-special-heading-tag'  itemprop=\"headline\"  >This article is also available as an E\u2011Book<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-0645478af54715b75905f78d46849be0\">\n#top .hr.hr-invisible.av-av_hr-0645478af54715b75905f78d46849be0{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-av_hr-0645478af54715b75905f78d46849be0 hr-invisible  avia-builder-el-10  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2bd894dbf2e4bf2c4acf98ce4fbf94aa'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">The knowledge of how emotions work and how to make brands successful is something you should always have with you.<\/p>\n<p style=\"text-align: center;\">Voil\u00e0. The download is free of charge. Knowledge is priceless.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_fifth  avia-builder-el-12  el_after_av_three_fifth  el_before_av_one_fourth  flex_column_div av-zero-column-padding '     ><section  class='avia-team-member av-av_team_member-a74eba423f15e36defb5cf0908bbc283  avia-builder-el-13  avia-builder-el-no-sibling '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img class='wp-image-2380 avia-img-lazy-loading-not-2380 avia_image avia_image_team' src='https:\/\/emotional-territories.de\/wp-content\/uploads\/2017\/09\/Nadine_kuehlkamp_300x300.jpg' alt='&lt;h4&gt;Nadine K\u00fchlkamp&lt;\/h4&gt;'  itemprop=\"image\"   height=\"300\" width=\"300\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup '  itemprop=\"url\" ><\/span><a href='' class='avia-team-icon av-av_team_icon-5e964dc176c28e263d08b9a321ce630f' rel='v:url'   aria-hidden='true' data-av_icon='\ue923' data-av_iconfont='entypo-fontello'><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >&lt;h4&gt;Nadine K\u00fchlkamp&lt;\/h4&gt;<\/h3><div class='team-member-job-title '  itemprop=\"jobTitle\" >M.Sc. Psychology<\/div><div class='team-member-description '  itemprop=\"description\" ><p>Business Consultant<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >Emotional Territories<\/span><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_fourth-15d750bd1b332b34c6e70b077ebbccdf{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-15d750bd1b332b34c6e70b077ebbccdf av_one_fourth  avia-builder-el-14  el_after_av_one_fifth  el_before_av_one_fourth  first flex_column_div av-zero-column-padding column-top-margin'     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_fourth  avia-builder-el-15  el_after_av_one_fourth  el_before_av_one_fourth  flex_column_div av-zero-column-padding column-top-margin'     ><div  class='avia-button-wrap av-av_button-1c4c88a5d383160cbb3d5386168c2da8-wrap avia-button-center  avia-builder-el-16  avia-builder-el-no-sibling '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button-1c4c88a5d383160cbb3d5386168c2da8\">\n#top #wrap_all .avia-button.av-av_button-1c4c88a5d383160cbb3d5386168c2da8{\nbackground-color:#c81148;\nborder-color:#c81148;\ncolor:#ffffff;\n-webkit-transition:all 0.4s ease-in-out;\n-moz-transition:all 0.4s ease-in-out;\n-ms-transition:all 0.4s ease-in-out;\n-o-transition:all 0.4s ease-in-out;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='http:\/\/emotional-territories.de\/wp-content\/uploads\/2017\/09\/ebook-et-deutsch.pdf' class='avia-button av-av_button-1c4c88a5d383160cbb3d5386168c2da8 avia-icon_select-yes-right-icon avia-size-x-large avia-position-center av-icon-on-hover' target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >E-Book (DE)<\/span><span class='avia_button_icon avia_button_icon_right' aria-hidden='true' data-av_icon='\ue82d' data-av_iconfont='entypo-fontello'><\/span><\/a><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_fourth  avia-builder-el-17  el_after_av_one_fourth  el_before_av_one_fourth  flex_column_div av-zero-column-padding column-top-margin'     ><div  class='avia-button-wrap av-av_button-8d11119905af1b019c8d43df5aece7fc-wrap avia-button-center  avia-builder-el-18  avia-builder-el-no-sibling '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button-8d11119905af1b019c8d43df5aece7fc\">\n#top #wrap_all .avia-button.av-av_button-8d11119905af1b019c8d43df5aece7fc{\nbackground-color:#c81148;\nborder-color:#c81148;\ncolor:#ffffff;\n-webkit-transition:all 0.4s ease-in-out;\n-moz-transition:all 0.4s ease-in-out;\n-ms-transition:all 0.4s ease-in-out;\n-o-transition:all 0.4s ease-in-out;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='http:\/\/emotional-territories.de\/wp-content\/uploads\/2017\/09\/ebook-et-english.pdf' class='avia-button av-av_button-8d11119905af1b019c8d43df5aece7fc avia-icon_select-yes-right-icon avia-size-x-large avia-position-center av-icon-on-hover' target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >E-Book (EN)<\/span><span class='avia_button_icon avia_button_icon_right' aria-hidden='true' data-av_icon='\ue82d' data-av_iconfont='entypo-fontello'><\/span><\/a><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_fourth  avia-builder-el-19  el_after_av_one_fourth  el_before_av_one_fifth  flex_column_div av-zero-column-padding column-top-margin'     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf av_one_fifth  avia-builder-el-20  el_after_av_one_fourth  el_before_av_three_fifth  first flex_column_div av-zero-column-padding column-top-margin'     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8 av_three_fifth  avia-builder-el-21  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding column-top-margin'     ><div  class='hr av-av_hr-0ff602b3e980a3377077ff3c1c834df6 hr-default  avia-builder-el-22  avia-builder-el-no-sibling '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_fifth  avia-builder-el-23  el_after_av_three_fifth  el_before_av_heading  flex_column_div av-zero-column-padding column-top-margin'     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-20f1408acc5dff1a212d5f685695c6dd\">\n#top .av-special-heading.av-av_heading-20f1408acc5dff1a212d5f685695c6dd{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-20f1408acc5dff1a212d5f685695c6dd .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-20f1408acc5dff1a212d5f685695c6dd .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-20f1408acc5dff1a212d5f685695c6dd av-special-heading-h2 blockquote modern-quote modern-centered  avia-builder-el-24  el_after_av_one_fifth  el_before_av_hr '><h2 class='av-special-heading-tag'  itemprop=\"headline\"  >References<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-16b509a5195eb20636728f8eced9ba64\">\n#top .hr.hr-invisible.av-av_hr-16b509a5195eb20636728f8eced9ba64{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-av_hr-16b509a5195eb20636728f8eced9ba64 hr-invisible  avia-builder-el-25  el_after_av_heading  el_before_av_one_half '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_half-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_half-15d750bd1b332b34c6e70b077ebbccdf{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_half-15d750bd1b332b34c6e70b077ebbccdf av_one_half  avia-builder-el-26  el_after_av_hr  el_before_av_one_half  first flex_column_div av-zero-column-padding '     ><section  class='av_textblock_section av-av_textblock-2bd894dbf2e4bf2c4acf98ce4fbf94aa'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Aaker, D.A., Bruzzone, D.E. (1981). Viewer perceptions of prime-time television advertising. Journal of Advertising Research, 21,15-23.<\/p>\n<p>Aaker, D.A., Staymanm D.M., Vezina, R. (1988). Identifying Feelings Elicited by Advertising. Psychology &amp; Marketing, 5, 1-16.<\/p>\n<p>Bagozzi, R.P., Gopinath, M., Nyer, P.U. (1998). The role of emotions in marketing. J. Acad. Mark Sci, 27, 184-206.<\/p>\n<p>Bellman, S. (2007). Theory and Measurement of Type 1 and Type 2 Emotions. Australasian Marketing Journal, 15, 14-22.<\/p>\n<p>Carlson, N.R., Heth, D.C., Miller, H., Donahoe, J.W., Buskist, W., Martin, N.G. (2007). Psychology: The Science of Behavior, 6<sup>th<\/sup> ed. Pearson, USA.<\/p>\n<p>Cochran, W. (1977). Sampling techniques, 3<sup>rd<\/sup> ed. New York: John Wiley.<\/p>\n<p>Davitz, J.R. (1970). A Dictionary and Grammar of Emotion. In M.L. Arnold (Ed.), Feelings and emotions: The Loyola symposium. New York: Academic Press, 251-258.<\/p>\n<p>Galesic, M. &amp; Bosnjak, M. (2009). Effects of Questionnaire Length on Participation and Indicators of Response Quality in a Web Survey. American Association for Public Opinion Research, 73, 349-360.<\/p>\n<p>Gaur, S.S., Herjanto, H., Makkar, M. (2014). Review of emotions research in marketing, 2002-2013. Journal of Retatiling and Consumer Services, 21, 917-923.<\/p>\n<p>Hansen, F., Lundsteen, S. (2006). Outstanding Brands \u201cEmotionally Speaking\u201d. European Advances in Consumer Research, 7, 511-515.<\/p>\n<p>Huang, M.-H. (2001). The theory of emotions in marketing. J. Bus. Psychol. 16, 239-247.<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_half-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_half-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_half-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_half  avia-builder-el-28  el_after_av_one_half  avia-builder-el-last  flex_column_div av-zero-column-padding '     ><section  class='av_textblock_section av-av_textblock-2bd894dbf2e4bf2c4acf98ce4fbf94aa'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Plutchik, R. (1980). Emotion: A psychorevolutionary synthesis. New York: Harper &amp; Row.<\/p>\n<p>Rossiter, J.R. &amp; Bellman, S. (2005). Marketing communications: Theory and applications. Pearson Prentice-Hall, French Forest, NSW, Australia.<\/p>\n<p>Russel, J.A., Feldman Barrett, L. (1999). Core affect, prototypical emotional episodes, and other things called emotion: Dissecting the elephant. Journal of Personality and Social Psychology, 76, 805-819.<\/p>\n<p>Rossiter, J.R. &amp; Bellman, S. (2007). Do the new \u201cbranding\u201d concepts add to the prediction of brand-loyal behavior? American Academy of Advertising Conference Proceedings, 15-16.<\/p>\n<p>Schlinger, M.J. (1979). A profile of responses to commercials. Journal of Advertising Research, 19, 37-46.<\/p>\n<p>Smith, C.A. &amp; Ellsworth, P.C. (1985). Patterns of cognitive approaches in emotion. Journal of Personality and Social Psychology, 48, 813-838.<\/p>\n<p>Thomson, M., MacInns, D.J., &amp; Park, C.W. (2005). The ties that bin: measuring the strength of consumers\u2019 emotional attachment to brands. Journal of Consumer Psychology, 15, 77-91.<\/p>\n<p>Todd, C. (2014). Emotion and Value. Philosophy Compass, 9, 702-712.<\/p>\n<p>Wells W.D., Leavitt, C.,\u00a0 McConville, M. (1971). A reaction profile for TV commercials. Journal of Advertising Research, 11, 11-15.<\/p>\n<p>Woods, R. (2001). Exploring the emotional territory for brands. Journal of Consumer Behaviour, 3, 1479-1838.<\/p>\n<p>YouGov Deutschland AG und Supersieben GmbH &amp; Co.KG (2015). Die Entdeckung der emotionalen Wissensl\u00fccke.<\/p>\n<\/div><\/section><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_section-03b81aa753889faf390a2c5a1749c465\">\n.avia-section.av-av_section-03b81aa753889faf390a2c5a1749c465{\nbackground-color:#c81147;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-av_section-03b81aa753889faf390a2c5a1749c465 main_color avia-section-default avia-no-border-styling  avia-builder-el-30  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1652'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fifth-15d750bd1b332b34c6e70b077ebbccdf av_one_fifth  avia-builder-el-31  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-zero-column-padding '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_three_fifth-c8fc129dc35fd1ae2a1e410224d39ea8 av_three_fifth  avia-builder-el-32  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-b2deb5be9ba542196ace60f49906bb31\">\n#top .av-special-heading.av-av_heading-b2deb5be9ba542196ace60f49906bb31{\npadding-bottom:10px;\ncolor:#ffffff;\n}\nbody .av-special-heading.av-av_heading-b2deb5be9ba542196ace60f49906bb31 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-b2deb5be9ba542196ace60f49906bb31 .special-heading-inner-border{\nborder-color:#ffffff;\n}\n.av-special-heading.av-av_heading-b2deb5be9ba542196ace60f49906bb31 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-b2deb5be9ba542196ace60f49906bb31 av-special-heading-h2 custom-color-heading blockquote modern-quote modern-centered  avia-builder-el-33  el_before_av_textblock  avia-builder-el-first '><h2 class='av-special-heading-tag'  itemprop=\"headline\"  >Arrange an appointment with us<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-f355e1488476fab364df7d4bc81fcb59\">\n#top .av_textblock_section.av-av_textblock-f355e1488476fab364df7d4bc81fcb59 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-f355e1488476fab364df7d4bc81fcb59'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\">Would you like to talk to someone who can give you a clear idea of the values and emotions people associate with your brand?<\/p>\n<p style=\"text-align: center;\">Get in touch.<br \/>\nWe are looking forward to your enquiry.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-av_button-8e9d9f3209fd8e9ca3141a4023b5b061-wrap avia-button-center  avia-builder-el-35  el_after_av_textblock  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button-8e9d9f3209fd8e9ca3141a4023b5b061\">\n#top #wrap_all .avia-button.av-av_button-8e9d9f3209fd8e9ca3141a4023b5b061{\nbackground-color:#ffffff;\nborder-color:#ffffff;\ncolor:#c81148;\n-webkit-transition:all 0.4s ease-in-out;\n-moz-transition:all 0.4s ease-in-out;\n-ms-transition:all 0.4s ease-in-out;\n-o-transition:all 0.4s ease-in-out;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='http:\/\/emotional-territories.de\/en\/contact\/'  class='avia-button av-av_button-8e9d9f3209fd8e9ca3141a4023b5b061 avia-icon_select-no avia-size-large avia-position-center av-icon-on-hover'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >I\u2019d love to!<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8{\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fifth-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_fifth  avia-builder-el-36  el_after_av_three_fifth  avia-builder-el-last  flex_column_div av-zero-column-padding '     ><\/div>\n<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":8,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/pages\/1652"}],"collection":[{"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/comments?post=1652"}],"version-history":[{"count":17,"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/pages\/1652\/revisions"}],"predecessor-version":[{"id":1899,"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/pages\/1652\/revisions\/1899"}],"wp:attachment":[{"href":"https:\/\/emotional-territories.de\/en\/wp-json\/wp\/v2\/media?parent=1652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}