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The ups and downs of consumer behavior : the effect of emotions on vertical attention

Jecan, Lavinia Mihaela; Dynko, Khrystyna
Master thesis
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http://hdl.handle.net/11250/2481211
Issue date
2017
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  • Master of Science [835]
Abstract
Emotions are known to influence cognitive processes, such as attention, memory

and behavior. However, only few studies examined the verticality pattern of

attention. The present study investigated if selective attention is biased towards

upper or lower vertical space, depending on positive or negative emotional

valence. For this purpose, two online experiments were conducted using different

emotion elicitation techniques. To evoke happiness and sadness, we used videos

in Study 1 and combination of autobiographical recall and music in Study 2. The

dependent variables were measurements of attention towards upper and lower

space. We used Unaided Brand Recall and Aided Brand Recognition values for

this purpose.

The results of both studies demonstrated that emotional induction was

sufficient and evoked target emotions. Study 1 showed that, on average,

participants in the “Happy” group recalled and recognized more of the upper

located brands than in the “Sad” group. Nevertheless, in Study 2 there were more

upper brands recognized among the “Sad” group and vice versa, while the pattern

of brand recall was similar to Study 1. However, the results of both studies were

not statistically significant, which does not allow us to conclude about the

existence of the effect. We conclude with theoretical and managerial implications

on this matter.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017 Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 201..
Publisher
BI Norwegian Business School

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