Final answer:
Marketing research uses consumer emotion to capture attention and brand recognition by creating positive emotional associations with the brand through various advertising methods, associative learning, and leveraging social emotions like the fear of missing out.
Step-by-step explanation:
Marketing research uses consumer emotion to attract attention and recognition of a brand by tapping into feelings that can influence purchasing decisions, even for low involvement purchases where consumers don't spend much time deciding. Emotions like pride, trust, and affection can be elicited through various advertising tactics such as storefront displays, product logos, and endorsements by popular figures. For example, architecture and landscape design of a store might evoke a sense of exclusivity and status, leading to a positive emotional association with the brand and increasing the likelihood of purchase. Additionally, using flagship species or symbols in advertising, like Apple’s bitten apple, can trigger an emotional response that captures attention and reinforces brand recognition. Advertisers also apply principles of associative learning, where desirable qualities, such as attractiveness or popularity, are linked to a product to make it appear more appealing, as seen in car commercials featuring models. This technique leverages the emotion of desire to motivate consumers to associate these feelings with the brand. Finally, the bandwagon effect implies that a product is popular among many, which can lead others to buy it out of a fear of missing out, tapping into the social aspect of emotion.