IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v33y2022i1d10.1007_s11002-021-09609-0.html
   My bibliography  Save this article

Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines

Author

Listed:
  • Delphine Caruelle

    (Kristiania University College)

  • Poja Shams

    (Karlstad University)

  • Anders Gustafsson

    (BI Norwegian Business School)

  • Line Lervik-Olsen

    (BI Norwegian Business School
    NHH Norwegian School of Economics)

Abstract

After years of using AI to perform cognitive tasks, marketing practitioners can now use it to perform tasks that require emotional intelligence. This advancement is made possible by the rise of affective computing, which develops AI and machines capable of detecting and responding to human emotions. From market research, to customer service, to product innovation, the practice of marketing will likely be transformed by the rise of affective computing, as preliminary evidence from the field suggests. In this Idea Corner, we discuss this transformation and identify the research opportunities that it offers.

Suggested Citation

  • Delphine Caruelle & Poja Shams & Anders Gustafsson & Line Lervik-Olsen, 2022. "Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines," Marketing Letters, Springer, vol. 33(1), pages 163-169, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09609-0
    DOI: 10.1007/s11002-021-09609-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-021-09609-0
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-021-09609-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09609-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.