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| Author: | Desai, K. K. Mahajan, V. |
| Title: | Strategic role of affect-based attitudes in the acquisition, development, and retention of customers |
| Journal: | Journal of Business Research
1998 : JUL, VOL. 42:3, p. 309-324 |
| Index terms: | ADVERTISING CUSTOMERS CONSUMER BEHAVIOUR OBJECTIVES BRANDS |
| Language: | eng |
| Abstract: | Marketing practitioners seem to have got more intrigued with and informed about complex emotional motives for consumption than academicians. Using affective persuasion strategy to help brands achieve their strategic objectives of acquiring, developing, and retaining customers is one area in which the above statement is likely to be true and is the focus of the article. Review of the literature and also examples from the real world are discussed to support the argument. Drawing on the literature on affect- based vs. cognition-based attitudes, propositions are presented that not solely examine the conditions under which affect-compared to cognition-based persuasion strategy helps brands achieve the above three strategic objectives but also delineate the influence of using affect-compared to cognition-based persuasion strategy on various outcome measures related to each of the three strategic objectives. |
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