Reference no: EM133262136

CONSUMPTION VALUE THEORY

Emotional Value is the particular value among the multiple values that is closely related to our Research Title. Goods and services are frequently associated with emotional responses for example, the romance aroused by a candlelight dinner or the fear aroused while viewing a horror movie. Emotional value is often associated with aesthetic alternatives. However, more tangible and seemingly utilitarian products also have emotional value. For example, some foods arouse feeling of comfort through their association with childhood experiences or favorite memories that reminds them when they eat certain foods.

Emotional value has been influenced by theory and research in several pertinent areas of inquiry. Motivation research carried out by Dichter (1947) was instrumental in advancing the view that consumer choice may be driven by noncognitive and unconscious motives. Research in advertising and atmospherics has suggested that marketing and promotional mix variables arouse emotional responses that may be generalized to marketed products (Martineau, 1958; Zajonc, 1968; Kotler, 1974; Holbrook, 1983; Park and Young, 1986). Research on nonverbal processing by Paivio and Begg (1974) suggests different modes of information processing for verbal versus nonverbal inputs. Directly related to research on nonverbal processing is a significant body of work on hemispheral brain lateralization (Orstein, 1972; Hansen, 1981) which addresses the specialized functioning of the two sides of the human brain for both verbal and visual or pictorial information.