Do you get emotional about cream cheese?

9/10/09

Here comes more evidence that advertisers are taking the research about the role that emotions play in decision-making seriously. (Shiv & Fedorikhin, 1999)

Philadelphia cream cheese, the category leader, has announced that their new television campaign will focus on the “moments created by Philadelphia cream cheese”. The stated goal is to get consumers thinking about the product more often by showing bonding moments between loved ones such as a boy spreading cream cheese on a bagel for his mom. (Wong, 2009)

What do you think? Will watching a girl making dessert with her grandmother persuade you to indulge in this high fat treat more often?

Shiv, B.& Fedorikhin, A. (1999, December). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 278-292

Wong, E. (2009, September 3). Why Kraft is ‘Pheeling’ Good About Cream Cheese. brandweek.com. Retrived September 9, 12009, from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i295a6fb278def938bbfa673a860a0f72