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A new edition of Desayuno Kids

A new edition of Desayuno Kids

On Thursday, February 28th of 2019, a new edition of the #DesayunosKids was held, which had as its central theme: "The Emotional drive in Decision Making". The session consisted of a presentation by Dr. Lluís Mas Manchón and an explanatory video by The Modern Kids Family that opened the debate to the public about experiences and emotions.

28.02.2019

 

On Thursday, February 28th of 2019, a new edition of the #DesayunosKids was held, which had as its central theme: "The Emotional drive in Decision Making". The session consisted of a presentation by Dr. Lluís Mas Manchón and an explanatory video by The Modern Kids Family that opened the debate to the public about experiences and emotions.

Dr. Lluís Mas presented the current research, which our group is already practising, on how to study and explain the influence of emotions in the fields of communication; the marketing; public relations; psychology; among others. Firstly, Mas defined emotions as psychological constructs that depend on many factors. The best predictor of attitudes is argument quality, not mood. To analyse this, there are two relevant academic models. The one proposed by Paul D. Bolls that is dimensional, which explains the processing of the message (central route) and the other one proposed by RL. Nabi which is discreet, which explains the best heuristics route (the whole route). Also, Mas indicated that emotions could be divided into integral and incidental. The integrals are those that allow us to react to the relevant context (message) and the incidental are those that allow us to react to the outer context, what surrounds us. Finally, Dr. Lluís Mas finished his exposition stating that the scout implications of emotions; which can be divided into positive and negative. The positives are known as the "low-social cost" (Schalk et al., 2011) leading to a type of “contagion” among their colleagues.


On the other hand, negative ones are subdivided into two groups: in-groups causing “contagion” between peers and outgroups (anger generates fear and submission and fear generates adversity). However, Dr. Lluís Mas warned about all the ethical implications and indicated that these should always overlap and be the priority. Thus, we as academics and people in charge of communication, marketing agencies, advertising agencies, etc. We are responsible for giving the tools to avoid using the emotions at a negative level, but rather for responsible consumption. Therefore, we can conclude that emotions direct the intellectual and emotional processing of human relations. The question is not whether emotions influence the decision but how they do it, what they agree (strategic brand alignment), knowing and respecting the ethical limits.

                                                    

Finally, the debate revolved around how the brand experience is bi-directional and how the consumer becomes the centre of the decision making, they can generate positive elements such as empowering the child and betting on CSR.

              

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