Editing Consumer behaviour (section)

====Advertising====

Emotion can play an important role in advertising. In advertising, two different approaches to persuasion are common: (a) ''thinking ads'' that require cognitive processing (also known as the ''central route to persuasion'') and, (b) ''feeling ads'' that are processed at an emotional level (also known as the ''peripheral route'').<ref>Cacioppo, J.T., Petty, R.E.; Chuan Feng, K. and Rodriguez, R. "Central and peripheral routes to persuasion: An individual difference perspective", ''Journal of Personality and Social Psychology'', Vol 51, No. 5, 1986, pp 1032-1043. https://dx.doi.org/10.1037/0022-3514.51.5.1032</ref> Advertisers can bypass cognitive, rational processing which can lead to counter-arguing by simply appealing to the emotions. Neuro-imaging studies suggest that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).<ref>Murray, P.N., "How Emotions Influence What We Buy: The emotional core of consumer decision-making", ''Psychology Today'', Feb 26, 2013 Online: https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy</ref>

It is relatively widely accepted that emotional responses require fewer processing resources (i.e. are easier) and also result in more enduring associations with the brand being advertised.<ref name=":3">{{Cite journal|author1=Heath, R. |author2=Brandt, D. |author3= Nairn, A |s2cid=54530013 |name-list-style=amp |date=2006|title=Brand Relationships: Strengthened by Emotion, Weakened by Attention|journal= Journal of Advertising Research |doi=10.2501/s002184990606048x|volume=46|issue=4 |pages=410–419}}</ref> Feelings elicited by the advertising message can shape attitudes towards the brand and to the advertisement.<ref>{{Cite book|title=''Marketing communications: Brands, experiences and participation''|last=Fill, C|publisher=United Kingdom: Pearson Education Limited|year=2013}}</ref>