Abstract:

Darwinism is relevant to Marketing Science as far as emotions are concerned. Biological and evolutionary thinking explain why universal emotions take place and how they affect our daily lives. Being aware of emotions is more relevant than ever during a recession period. Whereas short-term marketing strategies tend to focus on pricing and functional benefits, sustainable longterm strategies will rather rely on establishing affective connections which can be paramount in low trust situations. By modelling we can better explain, classify and manage the basic emotions driving the different markets. The presentation uses car brand positioning and chewing gum communication as examples to discuss how modelling can be translated into winning strategies.