INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: Calls: Journals

Author: Mathieu Lajante

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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

Topic Editors

Mathieu Lajante
Ted Rogers School of Management, Ryerson University
Toronto, Canada

Billy Sung
Curtin University
Perth, Australia

Riadh Ladhari
Laval University
Quebec, Canada

Mark Rotteveel
University of Amsterdam
Amsterdam, Netherlands

Here is the full call for papers.