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PART I
BACKGROUND AND AIMS

1.1 INTRODUCTION

This paper predominantly addresses the role of emotional behaviour in marketing and will serve as an umbrella topic throughout the report. Next we explore the gender differences in emotional responses; how do men and women differ in their marketing emotions and assumptions? To concentrate our literature study on specific areas, the theoretical research is split into advertising- and consumption emotions in marketing. The final goal of this paper is to present the reader with a research proposal that further elaborates on the topics discussed from the literature study.
1.2 WHAT IS EMOTION?

Although little consistency can be found in the use of terminology related to emotions, we define emotion as the mental states of readiness that arise from cognitive appraisals from events or one's own thoughts (Bagozzi et al. 1999). Emotion, together with other mental process
ses including mood and attitude, are frequently considered as......

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Approximate Word Count: 7483
Approximate Pages: 30 (250 words per double-spaced page)

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