Theories for Studying Emotion in Marketing: New Insights and Opportunities, Special issue of Frontiers in Neuroscience; Abstract deadline 1 Feb 2023
INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: Calls: Journals
Author: Mathieu Lajante
Affective Neuroscience Theories for Studying Emotion in Marketing: New Insights and Opportunities
Emotions are essential in marketing. They uncover the affective value of consumption-related stimuli, contributing to the prediction of subsequent consumers’ behaviors. Emotions relate to numerous marketing contexts—service, advertising, branding, product design—and are mainly investigated through self-report methods. Researchers also apply psychophysiological methods to explore consumers’ emotions in marketing. For instance, the psychophysiology of emotion enables the interpretation of physiological correlates, such as facial expressions or skin conductance responses, as a proxy of psychological processes, such as emotional reactions or emotion regulation. Whatever the method, the interpretation of consumers’ emotions must rely on up-to-date theories to bring reliable and valid results in marketing and consumer insights.
Abstract Submission Deadline 01 February 2023
Manuscript Submission Deadline 03 July 2023
Ted Rogers School of Management, Ryerson University
University of Amsterdam
Here is the full call for papers.