I’ve Got a Feeling

In the world of consumer behavior, emotions are very important, despite being difficult to understand and measure for companies. A groundbreaking article written by Manuel Garcia-Garcia, Davide Baldo, and Rich Timpone from Ipsos' Global Science Organization, together with Professor Vinod Venkatraman from Temple University, has been published on the Fox Business Review.

This critical article gives businesses the tools to measure, understand, and leverage consumer emotions, opening up many new possibilities for growth. The article presents the Ipsos Emotion Framework, a new approach created by experts in consumer neuroscience and decision-making. This tool is based on many years of academic research and allows businesses to use emotions to help them grow.

Moreover, the article emphasizes the importance of understanding cultural context when interpreting consumer emotions. It gives practical examples of how companies can use the framework to increase their brand's value, identify why consumers reject their brand, and create more effective marketing campaigns. By using this framework, companies can gain a competitive edge and transform the way they engage with consumers.

Read: I’ve Got a Feeling… (Fox School of Business | Winer 2024 | Volume 2 | Issue 2 | Pages 13-17)