Emotional Persuasion Technologies in Marketing Communication

This study investigates the effect of using emotional persuasion technologies in marketing communications on creating the impact on consumer’s cognitive, conative and behavioral levels. In the first part of this paper author describes a theoretical basis of emotional persuasion technologies. Then, author analyzes possible methods and tools for using emotional persuasion technologies on a relevant example – marketing communications of large premium automobile brands – BMW, Mercedes, Audi. To better understand the mechanism of such emotional persuasion technologies and give the further recommendations, author conducts an empirical survey (content-analysis and in-depth interviews). The empirical survey offers three hypotheses: H1: Emotional persuasion technologies within brand’s marketing complex positively affects the level of brand awareness. H2: Emotional persuasion technologies within brand’s marketing complex positively affects the level of brand knowledge. H3: Emotional persuasion technologies within brand’s marketing complex positively affects the level of brand loyalty. This work consists of introduction, three chapters, conclusion, list of references and annexes.