Practice Prize Paper—Incorporating Emotions Into Evaluation And Choice Models: Application To Kmart Australia
Brand Strategy, Creative Efficacy
Practice Prize Paper—Incorporating Emotions into Evaluation and Choice Models: Application to Kmart Australia
Posted 26 Nov 2015This paper addresses the repositioning of Kmart Australia in 2011. It shows how by calibrating emotional as well as cognitive reactions and estimating their impact on purchase intentions, Kmart was able to focus its communications, improving market share.