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Using the Right Emotion to Promote the Right Product to the Right Person

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  • T. FASEUR
  • M. GEUENS

Abstract

This article deals with the ego-other-focus dimension of emotions–referring to the degree to which people see themselves as independent from or interdependent with others– and addresses the question which emotions should be used to promote specific products or to persuade a specific group of people. The findings of the experiment suggest that for a privately consumed product, ads evoking an ego-focused emotion scored better than ads evoking an other-focused emotion, whereas the reverse was true for a publicly consumed product. However, this interaction effect was only present for extravert and not for introvert respondents. Theoretical and practical implications, together with some future research ideas are suggested.

Suggested Citation

  • T. Faseur & M. Geuens, 2008. "Using the Right Emotion to Promote the Right Product to the Right Person," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/501, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:08/501
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    File URL: http://wps-feb.ugent.be/Papers/wp_08_501.pdf
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    References listed on IDEAS

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    3. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
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