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The Marketing Power of
Emotion
John O’Shaughnessy
Nicholas Jackson O’Shaughnessy
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OXFORD UNIVERSITY PRESS
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The Marketing Power of Emotion
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THE
MARKETING
POWER
of
EMOTION
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John O’Shaughnessy
Nicholas Jackson O’Shaughnessy
1
2003
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1
Oxford New York
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Dar es Salaam Delhi Hong Kong Istanbul Karachi Kolkata
Kuala Lumpur Madrid Melbourne Mexico City Mumbai Nairobi
São Paulo Shanghai Taipei Tokyo Toronto
Copyright © 2003 by Oxford University Press, Inc.
Published by Oxford University Press, Inc.
198 Madison Avenue, New York, New York, 10016
www.oup.com
Oxford is a registered trademark of Oxford University Press
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted, in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise,
without the prior permission of Oxford University Press.
Library of Congress Cataloging-in-Publication Data
O’Shaughnessy, John.
The marketing power of emotion / by John O’Shaughnessy and Nicholas Jackson
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O’Shaughnessy.
p. cm.
Includes index.
ISBN 0-19-515056-2
1. Consumer behavior. 2. Consumers—Psychology. 3. Marketing—Psychological
aspects. 4. Advertising—Psychological aspects. 5. Decision making—Psychological
aspects. 6. Emotions—Economic aspects. I. O’Shaughnessy, Nicholas J., 1954– II. Title.
HF5415.32 .0743 2002
658.8⬘342—dc21 2002070905
9 8 7 6 5 4 3 2 1
Printed in the United States of America
on acid-free paper
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Preface
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We all acknowledge the pervasiveness of emotion in our lives,
and shopping is no exception. What has been missing is a sys-
tematic exposition of the role played by emotion in consumer
behavior. Where there have been books on the subject, the con-
cept of emotion has been regarded as unproblematic, with no
model proposed that explains how and in what ways emotion
operates. This book aims to >ll the gap. This is helped by the
recent increased interest in the subject in psychology, neuro-
science, and philosophy. In fact, it can be said that emotion is
now a hot topic. The renaissance of interest in emotion has en-
dured beyond the usual quarantine period for academic fads
and fashions. In marketing, there is a large and growing body
of academics who are anxious to move away from the view of
the highly rational consumer that saturates the marketing liter-
ature and to formally concede that the calculating-machine
model of the consumer is a myth.
In the practice of marketing (as opposed, in general, to aca-
demic texts on marketing) there seems to be a roughly equal
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vi PREFACE
split between those who perceive consumers as mainly emotional and those
whose perspective of the consumer is based on something approximating the
rational choice model of the economist. Perhaps this distinction is commonly
used in thinking about other peoples and nations. Plato and his fellow Athe-
nians regarded Ionians as emotional, only concerned with the appearance of
things. In contrast, the Athenians had an image of themselves as highly ratio-
nal, which automatically proclaimed their superiority! There is a danger in
treating consumers as purely rational, focused solely on technical and eco-
nomic criteria, and so perceiving them as bundles of >xed wants that market-
ing sets out to identity, >lter, map, and satisfy. The consumer’s motivational ca-
pacities are made up not only of a set of wants and needs but also the capacity
to imagine, a general yearning for novelty as well as stability, and a disposition
to be moved by the emotional resonance of events. Consumers have an un-
derlying appetite for an in>nite number of products to meet latent wants. The
purely rational model presupposes that consumers are not in?uenced by ei-
ther the way products are presented or the emotional context of buying.
The argument of this book is that emotion is always a factor in decision-
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making and that rationality will always be invaded by emotional in?uences.
This book is about the signi>cance of emotion in marketing and consumer ex-
perience. It sees consumer experience as emotion-drenched; no experience is
completely empty of emotion, and no pure rationality is ever at work. Emotion
is never a semidetached adjunct to consumer processes.
There are two audiences for this book, the managerial and the academic,
and we have sought an exposition that is intelligible and meaningful to both.
For professionals in consumer marketing, this work o=ers something fresh in
delineating the power of emotion in marketing, enabling practitioners to bet-
ter interpret the perplexing surfaces of consumer behavior by understanding
emotional in?uences. Academics in marketing are all too aware of the absence
of any systematic account of the role played by emotion in consumer behavior,
an absence partly accounted for by the neglect of emotion in the mainstream
approach to consumer psychology, namely, the information-processing ap-
proach of cognitive psychology. This is not surprising, given an approach that
is intent on exploiting the metaphor of the mind as a computer; to place emo-
tion onto such a metaphor would always be an illicit graft.
We thank various colleagues and former colleagues who have contributed
to improving versions of this book: Morris Holbrook, Gordon Foxall, Roger
Dickinson, John Whitney, and others who o=ered encouragement after read-
ing the manuscript. We would also like to thank the Journal of Macromarketing,
which published the substance of our section in chapter 7 on the nation as a
brand in a previous article.1
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Contents
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1 The Scope of Emotion in Marketing, 3
2 Generating Emotion: Value Systems, Emotive Stimuli,
and Appraisal, 35
3 Generating Emotion: Beliefs and Wishes, 71
4 Generating Emotion: Emotional Responses, 119
5 Predicting, Changing, and In?uencing
Emotional Responses, 151
6 Branding and Emotion, 179
7 Emotion in Building Brand Equity, 209
Notes, 247
Index, 261
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The Marketing Power of Emotion
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