A Qualitative Investigation of Emotional Marketing

Conception and Endorsement by Marketers in Jordan

Rand Irshaidat, Mohammad Al-Khasawneh, Nada Ghesh, Rozan Shokair, Dina Khamis, Noor
Jayousi.

King Talal Faculty of Business and Technology

Princess Sumaya University for Technology

{r.irshaidat,m.alkhasaaneh}@psut.edu.jo, [email protected],
[email protected], [email protected],
[email protected]

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Abstract. This research seeks to examine the level of awareness held by Jordanian marketers to the
concept emotional marketing and its major dimensions: emotional branding, emotional advertising,
emotional selling, and atmospherics.

This study is qualitative based to obtain detailed in-depth descriptions about the application of
emotional marketing in the Jordanian private sector. The data collection method is semi-structured
interviews on a purposive sample; whereas Constant Comparison Method (CCM) is utilized as a
theoretical framework for data analysis. Additionally, thick descriptions, perseverance, and member
checks, are theories used to ensure a high level of reliability and trustworthiness.

The results indicated a certain limit of awareness to a number of emotional marketing dimensions; in
addition to the ability by marketing managers to differentiate between emotional and rational appeals in
the context of advertising. Moreover, the study correlates the sentimental nature of Arabs and the
influential impact generated by utilizing emotional marketing. On the other hand, the study pinpoints
certain unawareness to certain dimensions related to emotional marketing; chief among them: brand
attachment, consumer imagery, and atmospherics.

The originality of this study lies in the fact that it is the first to address profoundly the concept of
emotional marketing in a Jordanian context, through examining the perceptions and understanding of
marketing managers. Furthermore, this in-depth analysis is thickly generated due to the adoption of a
qualitative approach.

Keywords: Emotional Marketing, Emotional Branding, Emotional Advertising, Emotional Selling,

Atmospherics.

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1. Problem Statement:
Emotional marketing (EM) presents a modern marketing shift. The term heavily tugs
on emotions and is practically based on communicating with the target audience
through emotional appeals. EM plays a vital role in formulating attitudes, and
positively affects the purchasing behavior (Kelly & Rupert, 2008). EM capitalizes on
various social, hedonic, and psychological benefits (Rytel, 2009).

EM is an essential part of marketing orientation, due to responding to emotive needs

through the creative designing of offerings and communication (Rytel, 2009).
Consequently, the study seeks to examine the knowledge held by marketing managers
in Jordan concerning EM, attempting to pinpoint potential gaps between knowledge
and application. It is observed that those contemporary marketing applications are
overlooked in the Jordanian private sector. Additionally, Jordan is considered a sales
culture, to an extent that decision makers tend to falsely equate marketing to sales
(Mualla, 2011; Anon, 2013). Therefore, this qualitative study seeks to attain detailed
insights regarding the knowledge and application of EM, and subsequently highlight
potential gaps between theory and practice.

2. The Aim and Tasks of the Study:

This study can operate as a guideline to Jordanian firms, embodying the importance of
EM on one hand, and a comprehensive coverage of EM dimensions on the other. The
contribution of this study contributes to the knowledge of EM in Jordan, since past
literature does not reveal any examination on this issue. Moreover, the qualitative
nature of the research facilitates the deriving of thick descriptions and profound
analysis to theory and practice. Not only is this beneficial to Jordanian marketers, but
also the study is valuable to international organizations branching or franchising in
Jordan, not to mention the international marketing agencies offering consultation to
Jordanian institutions. In a broader context, the study can be generalized to most Arab
countries, since Jordan is a fair representative of the Arab world due to geopolitical
and social considerations.

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3. Background:

3.1. Emotions & Emotional Marketing:

“An emotion is a mental state of readiness that arises from cognitive

appraisals of events or thoughts…emotions encompass both positive (i.e.
pleased or relaxed) and negative (i.e. nervous or annoyed) feelings.”
(Hudson et al., 2012, p.17).

It is argued that human emotions are manifested through various reactions including
facial expressions, anger, disgust, fear, joy, surprise, sadness, shame, guilt, enjoyment,
and interest. Consumer behavior assigns heavy weight to these reflexes (Park &
Salvendy, 2012). Emotions are strictly relative, as they differ between individuals
depending on various personal, situational and socio-cultural influences (Kidwell &
Hasford, 2014; Ding & Tseng, 2015). Building on emotions while designing
marketing campaigns is observed to play a vital role in shaping attitudes and
influencing purchasing behavior. EM embodies the idea that choices are based on
emotional attributes of the product, rather than rational (Rytel, 2010; Hinestroza &
James, 2014). For the sake of comparison, rational appeals are based on logical
thinking and reasoning, while emotional appeals are based on both negative and
positive sensations. A rational appeal considers functional benefits, while the
emotional appeal considers social, hedonic, or psychological benefits. The reliance on
emotional factors is at least of the same importance as rational ones. In fact, a
behavior that is derived from a certain emotion is more likely to be stronger and more
resistant to change. (Kelly & Rupert, 2008; Malär, et al., 2011; Mahapatra, 2013;
Locander, et al, 2014).

EM is considered a dimension of the marketing concept, with a chief principle

dedicated to comprehending the socio-emotional relation with the consumer (Rytel,
2010). In reference to Tomas Rytel (2010, p.31-32), EM is defined as:

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 “A new paradigmatic approach or a new marketing shift, where management
(creation, support, evaluation) of emotional link between the company and the
consumer (or other market players) becomes the key exchange-stimulating
feature.”

Therefore, EM revolves around creating emotional connection between the brand

and the customer. The goal of EM is to introduce a new marketing shift based on
emotional features of brands, which affect the purchasing behaviors more than the
rational choice (Rytel, 2010; Laloumis, et al., 2015). EM serves in building strong
long-term relationships with customers due to fostering trustworthiness, and in turn
fosters brand loyalty and customer retention due to ((Hudson, et al., 2012; Ahuja &
Islamia, 2012; Ding & Chai, 2015; Kemp et al., 2015). Thus, “make the customer
feel cared for” is an integral perspective in EM literature (Ko, et al., 2014, p.5). EM
seeks to induce positive feelings that encourages consumption, and instills repetition
in purchase (Consoli, 2010).

3.1.1. Emotional Branding:

A brand is a name, symbol, sign, or a combination of all, which distinguishes one
company from its competitors (Keller, 2013). A challenge for brand managers is to
induce high level of awareness to their brands; one that constitutes high recognition
and recall (Khuong & Tram, 2015).

One way to achieve brand differentiation is through capitalizing on psychological

stimuli to create an emotional value. Creating positive experiences, for instance, leads
to the development of an emotional tie with the brand (Consoli, 2010). Hence, most
companies nowadays dedicate part of their intelligence to profoundly connect with
customers through emotions. Consumers are observed to rely on brands for self-
esteem image enhancement; thus self-concept development is a main driver for
purchase. In this context, the role of emotional connections with customers through
emotional branding becomes evident. Such link occurs through ascribing favorable
personality characteristics to the brand, thereby creating desired images. The brand in

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this sense becomes a presenter of the customer due to upholding a favorable
personality (Malär et al., 2011; Seimiene; 2012; Panda et al., 2013).

The importance of emotional attachment stems from a level of an identification with

the brand, as the brand becomes an outlet for the customer to increase self-image and
self-confidence (Malär, et al., 2011). Brands are capable of granting customers’
values that go beyond the functional. Feel experiences evoked by brands are
numerous, and have the capacity to create positive impacts on retention. Warmth, fun,
excitement, social approval, are few examples of types of feelings companies seek to
induce. When customers are exposed to a brand for the first time, they try to allocate a
common factor between the brand’s personality and their own, thereby assigning a
symbolic value and relevance. Symbolic meanings of products reflect personality,
self-expression, prestige, and a sense of community. These elements fall within the
spectrum of emotional stimulation (Panda, et al., 2013; Ko, et al., 2014). Therefore,
building emotional relationship is a major goal in contemporary marketing
applications (Sajjad, 2009; Keller, 2013; Seimiene, 2013).

There are some products that can be only branded using emotional appeals due to
their experiential nature. For instance, customers who purchase opulence goods ignore
the price and focus majorly on how that product will make them feel (Consoli, 2010;
Marin, et al., 2014). Brands with old heritage and history indicate remarkable success
in communicating emotionally with their customers (Hudson, et al., 2012). In a
broader context, brand positioning, revolves around situating the brand in the mindset
of customers through creating and maintaining a certain image of the brand.
Consequently, positioning enjoys the capacity of eliciting feelings that are positively
inclined with the brand, thereby fostering emotional engagement (Ghodeswar, 2008;
Chowdhury, 2013).

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Figure (1) shows the Self Congruence and Emotional Brand Attachment Model,
which states that emotional bonds lead to the increase in trustworthiness. Trust is a
main driver to customer satisfaction, and in turn brand attachment.

Figure 1 : Self Congruence and Emotional Brand Attachment Model (Bilotti, 2011)

The figure above discusses consumers' emotional brand attachment, which is affected
by both the actual self (who the person really is) and the ideal self-agreement (who
the person wishes to be). Self-agreement can be achieved when a brand possesses
characteristics that an individual view as close to one’s actual or ideal self. Emotional
brand attachment is defined as a solid bond the customer holds with the brand (Bilotti,
2011).

3.1.2. Emotional Advertising:

Consumers’ favorable or unfavorable emotions towards an advertisement may differ
depending on the situation. Marketers tend to link symbolic meaning to display the
attributes of their offerings. This symbolism triggers emotional response. Symbolic
meaning in products can reduce psychological dissonance that often occurs during
and post purchase. Therefore, the emotional content in communication is regarded as
a driver for relationships between a brand and customers (Ding & Tseng, 2015).

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In the midst of numerous promotion stimuli brought forth fierce competition, winning
the attention of customer remains a challenge. Capitalizing on feelings is considered a
medium for an enduring responsiveness. For an emotional advertisement to be
effective, it needs to create and deliver favorable associations, which occurs on a deep
psychological level and exceeds the mere recital of functional benefits (Taute, et al.,
2011; Marin, et al., 2014). Emotional advertising, which relies heavily on emotional
stimuli, is memorable and more effective than rational advertising (Hupp, et al, 2008;
Behboudi, et al., 2014; Khanjani et al., 2015). When used appropriately, music and
humor are found to attract attention and evoke positive feelings. Creativity,
emotionality, and information-rich commercials are regarded highly in
advertisements. Prior researches tried to differentiate between rational, factual, and
informational advertising on one hand, and imaginative, emotional, and
transformational advertising on the other. Accordingly, informational appeals
highlight the product’s characteristics and features in addition to the product’s
benefits, while transformational appeals focus on the resulted customer experience
from consuming a certain product. Studies conclude that emotional advertisements are
preferable, and of high effect on customers’ behaviors among various product
categories, life stages, and especially highly priced products (Mahapatra, 2013; Zhang
et al., 2014).

Emotional persuasion is universal in marketing communications. The ability to

orchestrate an emotional production in advertisements, and stimulate emotional reflex
by the target audience is considered an art. This also includes utilizing negative
emotions such as fear, revulsion, sadness, etc. to convey the message successfully and
induce the desired response (Taute, et al, 2011; Khuong & Tram, 2015). When
customers are persuaded to purchase the product due to being influenced by an
emotional advertisement, the results exceed mere purchase to an enduring emotional
tie with the brand. This leads to high level of brand loyalty and behavioral attachment
(Ahuja & Islamia 2012; Shimp & Andrews, 2012). Emotional attachment leads to
brand insistence, which is the deepest form of loyalty (Panda, et al., 2013).

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The Conceptual EIM-Advertising Response Model (Taute, et al., 2011) suggests that
emotional recognition is displayed as a precondition for internal regulation of
emotions and empathy, wherein controlling the emerged emotional responses is
essential for influencing behavior (Taute, et al., 2011).

Figure 2 : Conceptual EIM-Advertising Response Model (Taute, et al., 2011)

Emotional regulation takes place through either deploying positive emotions or

managing negative emotions. Empathy is a deep state of simulation, which is a state
of simulation with the situation. Empathy plays a remarkable role as an affective
mechanism capable of impacting behavior. The model hypothesizes a positive
relationship between the utilization of positive emotions and empathy on one hand,
and the negative relationship between management of negative emotions and empathy
on the other (Taute, et al., 2011).

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3.1.3. Emotional Selling:

The advantage of personal selling is instant feedback (Wang, et al, 2012). In term of
emotional selling, salespeople attempt to analyze customer’s emotions and adapt
selling techniques accordingly. Additionally, visual aids are adopted in presentations
to trigger emotional stimuli (Kidwell & Hasford, 2014). In the context of emotional
selling, emotional intelligence is heavily considered, which refers to controlling one’s
emotions and the ability to predict and regulate interpersonal communication
empathetically. Emotional intelligence here embodies a skill that enables a
salesperson to divulge the unconscious and predict types of emotions the receiver
holds. Emotional intelligent marketing explores how consumers interact emotionally
with the offering, and in turn how such emotions are administrated sympathetically
(Taute, et al., 2011). When applying emotional selling, non-verbal communication is
vital due to the potential bearing emotional impulses. This includes eye contact, hand
gestures, and body posture (Kidwell & Hasford, 2014; Marin et al., 2014).
Salespeople with high emotional intelligence are considered to be gifted, they are
found to be more effective on the whole performance due to their ability to manage
their emotions, and accurately understand and manage customers’ emotions. This is
crucial since it was stressed that emotional intelligence has a significant impact on
purchase decision (Punwatkar & Verghese, 2014).

Soft-sell is prominent in emotional selling literature. The goal of soft-selling

concentrates on stimulating human emotions and feelings by focusing on brand image
and symbolic contexts (Okazaki, et al., 2010). Because soft selling revolves around
ambiances created through appealing sceneries, expressive metaphors, or the
construction of emotional ties, the behavior of customer is greatly impacted due to the
deep effects of emotional stimulation (Mahapatra, 2013). Soft skills are crucial to
achieve success in the selling operations. Ethical behavior, listening abilities,
relational skills, and emotional intelligence are examples (Punwatkar & Verghese,
2014). Some studies stress that the lack of skills or abilities in salespeople, lead to

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poor communication with customers and negatively influence customers' response.
On the contrary, a joyful salesperson may leave a positive impression to customers,
and in turn raises positive emotions (Erevelles & Fukawa, 2013).

3.1.4. Atmospherics:
The term atmospherics refers to the premeditated designing of space in order to elicit
certain emotions for buyers, and in turn impact purchasing tendencies. For example,
different colors can induce different sensations, as the usage of colors is considered an
effective tool to gain and retain customer’s scattered attention. Colors can
successfully communicate below the level of unconsciousness, thereby impacting
behavior to a great extent. The power of colors stems from its ability to stir up
emotions and stimulate human nervous system. Colors bear a variety of semantics
symbolizing different associations, because a color may trigger a certain situation,
place or memory. As a result, when attempting to impact behavior, colors is treated as
an effective primary communication tool rather than a showcase. Colors also
contribute to higher brand awareness, and a unique brand identity (Sethia &
Chunawalla, 2005; Suk, 2006). For example, red is associated with excitement,
passion, and impulse purchasing. Blue is associated with relaxation, peacefulness, and
security. Green is associated with nature, control, and health (Schiffman & Kanuk,
2009).

Moreover, to create positive ambiance, marketers seek to employ sensational elements

such as sounds, scents, lighting, and elegant décor to induce positive emotions in the
service factory to elicit a positive experience. Atmospherics create positive mood for
customers through emotional responses; thus, encourage repeated visits (Pride &
Ferrell, 2010; Lo, 2011).

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4. Methodology:
4.1. Research Purpose:

In light of the aforementioned significance to EM, the quest of this research is

twofold. Firstly, the research seeks to examine the level of awareness held by
Jordanian marketers concerning EM. Furthermore, the study attempts to accurately
determine the applied and overlooked EM dimensions in activities.

The significance of this exploratory study revolves around obtaining deep insights
about EM applications in the private sector, thereby concluding a generic trend to the
execution of modern marketing strategies in Jordan. The study in this regard will
highlight potential gaps between theory and in turn operate as a point of reference for
institutions wishing to expand their marketing operations to encompass contemporary
marketing strategies.

Qualitative research is very handy in obtaining profound insights about human

behavior and its drivers due to the generation of profound and tailored insights
(Malhotra, 2014; Burns et al, 2014). Consequently, qualitative research serves the
purpose of this research due to the requirement of thick descriptions. Conducting the
study qualitatively allows truthful contribution of data on the part of respondents due
to the high level of customization in the mode of inquiry.

4.2. Philosophical Foundation: Constructivism:

The epistemology framing this exploratory research is constructivism. Adler (1997,

p.322) defines constructivism as:

"The view that the manner in which the material world shapes and is shaped by
human action and interaction depends on dynamic normative and epistemic
interpretations of the material world."

This approach asserts that people comprehend the same reality in different modes.
This is due to the fact that knowledge is constructed upon historical experiences on
one hand, and social norms on the other. It is believed that human beings interpret

12
phenomena based on social observations rather than fixed understanding to an
external truth. In this spirit, qualitative research utilizes opened-ended questions to
obtain descriptions in perception. Thus, utilizing constructivism in this research
considers the subjectivity of place and culture, and in turn generates accurate
readings to the comprehension in a mode of context specificity (Dodge, 2011).
Social constructionists are particularly interested in phenomena that are dependent
on culture and human decisions, including theory and application, in a given place
and time (Mallon, 2007).

The analysis will bear a reflection of how modern marketing is professed within
the social domain of practitioners, and how far the applications of marketing today
are updated and align with theory.

4.3. Purposive Sample:

Purposive sampling is a nonprobability sampling technique. Researchers select a

sample based on a particular judgment or purpose. The researcher looks for particular
qualities or features that are considered useful, and associated to the purpose of the
study. Purposive testing can be used when the research warrants a specific type of
experience, knowledge, or rank. This type is considered highly subjective, as it is up
to the researcher to estimate the suitability of respondents (Zikmund & Babin, 2007).
Members of the population are chosen based on the judgment of the researcher. They
select elements deemed integral to the investigation. Thus the sample is believed to
symbolize the population of interest. The purpose in this context is to reach astute
insights concerning common attitudes and trends (Smith & Albaum, 2010; Malhotra,
2014). The advantage of purposive sampling is shrewdness in standards, and in turn
high reliability and concentration in primary data collected. The disadvantage in this
sampling type however, is that a potential bias may occur due to high subjectivity by
the researcher (Hair, et al., 2006).

In this study, the researchers observe that purposive sampling is suitable because there
is a specific purpose to be tested. Obtaining accurate data requires the communication

13
with marketing professionals from various sectors, who possess long years of
professional marketing experience in prominent institutions. With this purpose in
mind, purposive sampling satisfies the research objective, since the process includes
respondents of interest, and excludes those who do not suit the purpose.

4.4. Participants and Sample Size:

In reference to the research purpose, it is sensible to interview marketing managers in

Jordanian firms. Experience in the field is considered vital; thus the chosen
respondent must hold a minimum of five-year experience in marketing. The reason
behind this choice refers to rich information such respondents may grant. The sample
includes marketers in institutions that affiliated to the most contributing industries to
the Jordanian national income. Table (1) is extracted from an annual report issued by
Central Bank of Jordan (2015), and includes the Gross Domestic Product (GDP) by
economic activity:

Table 1: GDP by Economic Activity at Current Prices / 3rd Quarter, 2015

Industry Contribution to GDP/Million JD

Agriculture 203.3
Mining & Quarrying 223.3
Manufacturing 1294.0
Electricity & Water 208.8
Construction 266.0
Trade, Restaurants & Hotels 806.9
Transport & Communications 827.0
Finance, Insurance, Real Estate & Business Services 1234.1
Social & Personal Services 250.2
Producers of Government Services 1279.9
Producers of Private Non-Profit for Households 32.4
Domestic Household Services 14.6

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Twenty-six interviews with marketing professionals working for prominent
organizations and companies in Jordan were conducted (See Appendix A). Deep
insights regarding emotional marketing, its applications, and trends within the
Jordanian private sector were gathered. The interviewing process ended once
saturation was realized. Saturation states that the sample size is considered sufficient
when there is enough information to replicate the study, and when additional
interviews fail to grant new dimensions. Saturation is not about the quantity of sample
size; rather than about the depth and sufficiency of information obtained (Fusch &
Ness, 2015).

4.5. Data Collection Method:

In an attempt to thoroughly satisfy the research purpose, the researchers employ depth
interviews as a method of data collection. The most important facet of depth
interviews is the constant flow of information and the emerging of ideas, which enrich
the solicited information (Clifford, et al., 2010). Semi-structured interviews are most
suited for this research. This refers to the fact that Jordan is considered a sales rather
than a marketing culture. By keeping this in mind, interference by the interviewer is
necessary to either explain certain terminologies, or to keep the interviewer on the
track of marketing literature away from deviations. Nevertheless, the opening
question normally will be followed by probing questions (Zikmund & Babin, 2007).
Predetermined questions absorbed from the literature are asked in the interviews with
a high level of customization; however, with no interface in the flow of the answer.
Informality and friendly atmosphere that provoke active participation are dominant
features in semi-structured interviews. Moreover, this type grants profound details
about beliefs, attitudes, values, and opinions (Clifford, et al., 2010; Saunders, et al,
2009; DiCicco-Bloom & Crabtree, 2006).

4.6. Trustworthiness:

To increase the trustworthiness of this study, the researchers employed methods

recommended by qualitative research scholars (Rolfe, 2006; Dodge, 2011).

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  Perseverance: the persistence in action especially in difficulties and obstacles.

 Thick descriptions: providing rich and detailed descriptions sufficient to

contextualize the topic being investigated.

 Member checks: asking respondents to confirm the data obtained from them.
Respondents are allowed to modify the content in case of inaccuracy or
misunderstanding.

4.7. Analysis Approach: Constant Comparative Method (CCM):

The study utilized Constant Comparative Method CCM to ensure an accurate analysis
for the raw data. CCM is viewed as the core of qualitative analysis due proper
scrutiny for the data. CCM is designated to comprehending certain social realities in
their specific contexts. CCM involves identifying a given phenomenon, along with
their local concepts and views (Glaser and Strauss, 1967).

CCM is used during the analysis of intellectual functions; for instance, outlining the
content of each section, as well as choosing segments to clarify those sections.
Diversity in data exists by looking for common factors and also differences. CCM is
related to the interaction between the data and the researcher during the accumulation
and examination (Boeije, 2002).

CCM is defined as the repetitive and introductory process of decreasing the amount
of data through the continual summarizing. Data or events are compared repeatedly to
other data or events during the coding process repeatedly (Fram, 2013).

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5. Findings and Discussion:

5.1. Emotional Branding:

5.1.1. Product vs. Brand:

Interviews brought forth the difference between the product and the brand. Few
respondents failed to assign a difference to both terms. To this portion of respondents,
the two terms are synonyms. However, most respondents stated that the brand is
something intangible, unlike the product that has a tangible aspect. Thus, a brand
induces a feeling of security and stability where it decreases the accompanied
perceived risk and serves as a guarantee of quality. It is a matter of trust, and it also
differentiates the various offerings of competitors. Furthermore, the brand strengthens
the product and adds power to it, whereas a product is a bundle of attributes aiming to
make a profit and to satisfy customers’ needs, the actual thing people use. According
to the marketing manager of Bank Al-Etihad:

“…the brand is a promise; it is the experience, the impressions, and emotions a

certain name evokes. The product however is the output of a brand. The product
comes from a brand, but the brand is irreplaceable.” [Personal interview on
May/2016]

In reference to Keller’s (2013) definition of the brand, it is an element or a

combination of elements differentiating an offering from competitors. However, a
product is a good, service, or an idea that is intended to satisfy a certain need. Thus,
in light of such definition, most respondents recognize some sort of distinction
between the product and the brand. In light of Keller’s definition to the brand and the
interviewees’ responses, there is an obvious reliance on tugging on emotions in the
context of branding, since a brand is about prominence, status, and fame. Whereas a
product is a set of generic qualities in a certain field (Keller, 2013). For the most part,
Jordanian marketers are able to identify the importance of branding and its emotional
aspects, also to differentiate between the functional aspect of the product and the
psychological one in the brand.

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5.1.2. Emotional Appeal:

The study reveals that respondents acknowledge to a great extent the influence
emotions hold on mindsets and in turn behavior. Respondents believe that emotions
play a major role in choosing one product over other offerings. Thus, emotional
inducements may be of benefit if used wisely in evoking stimulus and creating needs.
Nevertheless, respondents acknowledge the subjectivity of such impact on recipients.
The influence of emotions varies according to demographic, social, and psychological
variables. Although purchasing entails cognitive processing, such as comparing brand
names, quality, features, prices, etc. However, emotions can have a tremendous
impact on the functioning of the brain, and in turn the final result of the purchase. In a
personal interview with the marketing manager in Dallas Travel & Tourism on
April/2016, the manager quotes that “emotions are a major driver for awareness.”

5.1.3. Emotions and Arabic Sentimentality:

The Arabic sentimental mentality was brought forth into the discussion. Respondents
attribute the success of reliance on emotions to the emotional tendency Arabs in
general are known for. Thus, emotions can be utilized in various promotional
campaigns such as in free gifts, free samples, and communication via social media.
This also includes the display of emotions through the usage of point of sale
materials, sampling stands, posters, shelf talkers, and danglers. Additionally, tugging
on emotions may encompass sending greeting cards to customers, or creating
noteworthy experiences in order to create positive associations. The judgment on
Arabs’ sentimentality aligns with the view of many social scholars. Westerners are
observed to be more objective and less affected by the interference of emotional
influence; whereas Arabs are more inclined to being driven by emotions on various
levels; thus the impact of emotional influence is noticeable in their collective behavior
(Nydell, 2012).

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5.1.4. Customer Delight:
On a more profound level, respondents tackled the issue of delight. Several managers
confirm that creating customer delight is a showcase of capitalizing on emotional
appeal. Customer delight exceeds customer satisfaction and operate on the surprise
principles, such as premiums in goods or upgrades in services. There is a collective
belief that delighted customers overlook potential drawbacks of the brand, and
contributes to the reduction of customer churn rates. There is an emphasis by most
respondents on the importance of personalization and the fostering of customer
loyalty. Moreover, respondents recognize that high levels of brand loyalty and in turn
brand attachment can be deepened by the utilization of emotions. For example, the
marketing manager of Sheraton Amman Al-Nabil Hotel states:

“We focus on benefiting from personal or national occasions in building customer

loyalty. For instance, hotel residents whose birthdays crisscross their stay are
usually greeted by our employees. Additionally, they may receive a cake or a gift
as a sign of caring gesture to create positive emotions.” [Personal Interview on
May/2016]

5.1.5. Emotional Appeal from a Jordanian Perspective:

However, the exemplifying of emotions through the abovementioned elements
indicates lack of knowledge in utilizing emotions as a driver for customer’s desired
responses. The answers are limited to confirming an emotional content, without
explaining an actual implementation of a wholesome strategy. According to the
marketing literature, free samples, discounts, and premiums are forms of sales
promotion and not emotional appeals. Sales promotion is an element of Integrated
Marketing Communication (IMC) (Pride & Ferrel, 2010), and not an EM tactic.
Accordingly, the responses indicate a lack of knowledge to the definition of EM and
an obvious confusion between straightforward elements of promotion and advanced
emotional stimuli. Jordanian marketers affirm that emotions contribute to the

19
enhancement of the loyalty level; more so with wealthy consumers. Such observation
in turn is more evident in regards to luxurious products.

5.1.6. External Communication:

Many respondents acknowledge the importance of communicating directly with
customers; especially those who are dissatisfied. Communication in this regard takes
place in the form of an official letter of apology, or a compensation that includes a
free item. This form of communication is considered an emotional stimulus by
Jordanian marketers. On the other hand, some managers highlight the cost and effort
incurred to handle customer complaints. This prompts some managers to disregard
dealing with complaints in many cases to reduce cost. Consequently, the basic
mandates of customer service applied in service marketing are falsely considered by
most Jordanian managers as emotional stimuli, i.e. a letter of apology. This negates
the theoretical concepts that focus on proper customer services suggested by service
quality models such as GAP and SERVEQUAL, as such models highlight the
essential requirements to offer a service and to deal with dissatisfaction (Schiffman &
Wisenblit). On the other hand, utilizing occasions fall in alignment with the
perspective of EM. Noteworthy experiences are of high importance in the context of
the branding ladder, when attempting to create positive associations (Keller, 2013).

5.1.7. Word of Mouth (WOM):

Some respondents consider word of mouth (WOM) as a personal reaction to the
brand. This includes the engagement with marketing campaigns personally or
virtually, i.e. via social media outlets. Others believed that loyalty and repeated
purchases are a form of emotional responses. In reference to the literature, WOM is an
outcome of a positive experience, both rational and emotional. Therefore,
exemplifying word of mouth as an emotional reflex is falsified academically. This is
an indication for the lack of criteria to properly measure emotional reflexes. There is
an obvious mix-up between the concept of emotions and other marketing terms.
WOM is a personal communication between two parties, involving a personal passing

20
of information about brands. This information could take the form of rational or
emotional content depending on the user (Kotler & Keller, 2007).

5.1.8. Social-Psychological Value:

Responses concerning the importance of their products to customers vary. Most

respondents consider their offerings as essential, due to emphasizing social status or
image distinctiveness. In other words, the importance stems from customers boasting
the usage of a given brand before of family and peers. Other respondents are
incapable of determining a generic value to their offering, as they emphasize relativity
of importance to customers. Few respondents affirm high importance of their
offerings due to functional utilities and competitive pricing. However, in reference to
Maslow’s hierarchy, Jordanians can be categorized in social and/or esteem needs
categories, based on respondents’ views. Brands for the most part are purchased for
the sake of acceptance or belongingness in a certain social class, or to emphasize
uniqueness and social superiority. Such observation falls in alignment with the
perception that Arabs in general are heavily concerned with purchasing prestigious
brands that are conspicuous of a high social status. This is evident because
international brands travel well in most Arab countries, as there is a big appetite for
purchasing famous brands that reflect inimitability and uniqueness (Busnaina, 2014).
In reference to the literature, there is a linear connection between purchasing certain
brands to advance one’s self-concept and the utilization of emotional ties by brand
managers to evoke their brands in mindsets. One approach adopted by brand
managers is through crediting auspicious personality attributes to the brand, thereby
creating favorable imageries. In this regard, the brand becomes a representative to the
customer. Hence, building emotional ties with the customer is an integral branding
objective, as this strategy creates an emotional reliance on the brand (Panda, et al,
2013; Keller, 2013). Consciously or not, Jordanian customers seem to hold emotional
attachment with their chosen brands, as there is an emphasis on their image and its
distinctiveness. This is more apparent however in luxurious brands, both international

21
and local. For example, in a personal interview with the marketing manager of Zaher
El Lawz Restaurant in April/2016, the manager cites:

“Our brand is more like a human being with a personality. People actually reach
a stage where they immediately associate Zaher el Lawz with luxuriousness. This
image leads to the ongoing love and loyalty for our restaurant. It is true that we
focus on providing quality food to our customers, but our emphasis is also on
granting fancy service and fancy image. This is a major reason why people
continue coming to our restaurant.”

In line with Self Congruence and Emotional Brand Attachment Model (Bilotti, 2011),
marketing managers consider the dimension of the ideal self, which their target
markets hold. Though not strategic, there is a limit of a spontaneous awareness
concerning the role emotional ties play in solidifying a connection between the ideal
self on one hand, and their offering on the other, thereby creating a positive
attachment to the brand. Such awareness is executed by capitalizing on collective
norms such as self-esteem. Jordanian marketers seek to offer a value that surpasses
the functional and extends to psychological benefits.

5.1.9. Positioning:

Although respondents collectively are short of knowledge regarding the term

“positioning”, they consider associating their brands to certain images either based on
competitors or cultural constraints. Some respondents emphasized the major
competitive advantage they offer as the image of the brand. Whereas others believe
that their image is a reflection of the most esteemed values in Jordan. For example,
the marketing manager in Amman Marriott Hotel emphasizes that “the image
communicated to a customer is commitment to excellence in customer service”,
whereas his peer in Dallas Travel & Tourism highlights their emphasis on
“personalization.” Some respondents attempt to position their image according to
favorable personality traits explaining the choice by creating an association between
favorable characteristics in the Jordanian culture and their own image. This goes in

22
line with the concept of the anthropomorphism, which refers to brand personification,
attributing human characteristics to the brand image (Schiffman & Wisenblit, 2015).

Positioning is a result of a good marketing strategy planning; it starts by market

segmentation, choosing the most attractive segment/s, and designing a suitable
marketing mix accordingly. Positioning is a way to communicate an abstract message
about the personality of the brand, and implant a mental image in mindsets (Keller,
2013). Thus, it is evident that Jordan marketers apply some sort of positioning and
seek to emphasize a particular image. Moreover, such image is constructed mostly on
emotional basis rather than rational. However, such execution to positioning lacks
strategic wholesomeness. Arbitrary application is adopted by different companies
without actually following the mandates of positioning. This conclusion is solidified
since the term ‘positioning’ is not recognized by the whole sample. Thus, since the
consideration in image construction relies upon culture and consumer preferences,
there is a gap between applying theoretical pillars of positioning and the actual
execution of the term on the real ground. Moreover, there is an obvious disregard to
measuring the perception of positioning by consumers; which is called consumer
imagery.

Positioning attempts are not always successful since there is interference from the
external environment that contributes in formulating negative associations such as
allegations, criticisms, etc. According to marketing literature, constant measurement
to consumer imagery is rather critical, especially in competitive environments.
Consumer imagery refers to consumers’ perception of the overall performance of the
products including images and symbols, in certain cases there will be contradiction
between the positioning attempt and the preference of the customers, therefore
marketers conduct continuous research to insure synchronization between positioning
and consumer imagery (Schiffman & Wisenblit, 2015). Thus, the position a brand
might achieve is not necessarily the position desired. Although, Jordanian marketers
consider some aspects of positioning on the practical level, the concept of consumer
imagery and its measurements are entirely overlooked.

23
5.1.10. Brand Elements:

In a broader context, brand elements received a heated and a rather controversial

discussion. This is due to the vague answers and condensed explanations provided by
respondents who operate in franchise companies. Respondents seemed to lack
knowledge behind the meaning of the brand name, logo, and slogan. ‘Competitive
advantage’ was the most repeated answer when asked about a brand element meaning.
In this context, it seemed that respondents attempted to grant the right answer versus
the true one. This was evident during the interview course due to both reluctance and
irrelevance of terms used and logic. They imputed their unclear answers and short
knowledge to being ruled by mother company’s guidelines and policies. A few
however of them are able to explain the significance of their brand elements in details,
where they justified using specific colors and words to symbolize specific meanings.
Generally speaking, it is obvious that the brand elements are constructed upon
emotional factors and appeals especially when the marketer has the liberty to design
their own, and not mandated by an international mother company. For example, the
marketing manager at Radio Hala Station quotes:

“Our logo reflects a symbolic meaning of nationalism and patriotism. As the

station is owned by the Jordanian Armed Forces, we are cautious to embody a
national sense in our logo. Therefore, our logo is the brand name ‘Hala’ painted
in the colors of the Jordanian flag.” [Personal interview on April/2016]

Another example is provided by the marketing manager of Landmark Amman Hotel

confirms the endorsement of emotions to the rebranding process. The branding
includes the alteration of the brand elements showcasing an emotional sense. The
manager quotes:

“A rebranding process took place a few years ago. This included total change to
the brand elements. For example, the logo is a growing flower, whereas the slogan
is "we grow from love ". An emotional emphasis in our choice is very evident as it
appeals to the human nature, and as a result we consider it an excellent way to

24
differentiate Landmark from other competitors.” [Personal interview on
May/2016]

Few respondents, however, are unsuccessful in employing brand elements as a

differentiation tool. There was a total unawareness to the importance of the brand
name, logo, slogan and packaging. Analyzing the interviews, it is evident that
establishing the brand elements tends to be rather random or unstructured. No
attention is paid for the matching of the elements to the personality of the brand, or
the preferences of the target market.

On the whole, the criteria for designing the brand elements including the name, logo,
slogan, and packaging from a Jordanian marketing perspective is based on the ease of
pronunciation, relevance to the target market, and aesthetics. Moreover, emotional
considerations are favored by marketing managers since there is an emphasis on the
feelings and sentiments over rational considerations.

5.2. Emotional Relationship Marketing:

Reliance on emotional factors in building ties with customers is evident. Respondents

believe that trust, honesty, and comfort are crucial to build a long term relationship
with customers. Furthermore, words as caring, empathy, relaxation, joy, pleasure, etc.,
are vital considerations by marketers to prolong ties with customers. More
importantly, there is an acknowledgment to a marketing orientation tendency by
respondents to conduct extended relationship with customers rather than short-term
transactions. This is conducted through responding to current needs and attempting to
predict future tendencies, through placing customer satisfaction as a core marketing
objective. Factors including trust and credibility are important to build deep
relationships with customers; respondents draw attention to the presence of emotional
bonds, positive experiences, and interactive communities. In turn, respondents make
a clear distinction between sales orientation and marketing orientation. As the first
focuses on transactions, while the other focuses on long-term relationships.

25
This indicates high emphasis on the marketer’s part on the emotional dimension to
construct extended relationships with customers and secure customer retention.
Consequently, there is recognition to the importance of loyalty schemes in providing
incentives to customers and increased loyalty through applying loyalty schemes. This
falls in alignment with the importance of customer relationship management (CRM)
in modern marketing applications and endorsing the marketing orientation concept in
the overall marketing objectives (Keegan & Green, 2013).

The Jordanian awareness of relationship marketing is further confirmed when the

respondents highlighted the impact emotions hold on customers purchasing behavior.
The majority of respondents agreed that emotional appeals attract customers and
encourage them to continue purchasing the brand, thereby, building emotional bonds
with the brand. Moreover, some respondents highlight a linear relationship between
emotions and repetition of purchases. Respondents confirmed that personalized
positive experiences induce positive feelings by customers, and in turn increase the
level of brand insistence. Some respondents even confirm leverage in loyalty levels
due to capitalizing on emotional stimuli, such as happiness, warmth, joy, memories,
etc. This is even further emphasized due to the increase of customer engagement in
social media outlets that portrays brand communication with emotional contents. It is
safe to conclude that emotional content contribute to increasing sales target.

5.2.1. Corporate Social Responsibility (CSR):

In this regard, philanthropy and social responsibility occupy a major section in the
discussion. Jordanian marketers agree that philanthropic acts are a way to encourage
Jordanian customers to extend their relationship with the company. Many believe that
Jordanian citizens are emotional and are driven by emotional speech and act. Thus,
the influence of social responsibility events contributes to a long-term relationship
with the customer. According to the marketing manager in Dallas Travel & Tourism
confirms that “charity work and building trust go hand in hand. Customers trust the
quality of our services more when they hear about our charity work.” Additionally,
according to the marketing manager in Bank al Etihad:

26
 “We consider ourselves young at heart… we extend our efforts to foster
feelings of content and peace through discussing in promotional campaigns
our social responsibility events and our sponsorships. We constantly talk
about the reasons behind the events we support because somehow this choice
represent our brand. The bank actively contributes to the development of the
various sectors, such as education, youth, innovation, entrepreneurship, art,
culture, the environment and the less fortunate. This strengthens the
relationship with our customers because the bank is more respected and
esteemed in light of such campaigns.” [Personal interview on May/2016]

5.2.2. Brand Attachment:

On a deeper relationship level, the issue of brand attachment can be falsified from
the Jordanian perspective, due to contradiction between theory and practice.
According to Keller (2013), brand attachment refers to the degree of loyalty
customers feel about the brand and the resistance to change (Keller, 2013). The
brand attachment by Jordanian marketers is solely reserved on profitability.
Respondents believe that they have reached a high level of attachment due to high
profitability. According to respondents, a signal of brand attachment is being
insensitive to price increase and insisting on purchasing the brand regardless of
competitive campaigns. This indicates to marketers in Jordan a high point of brand
attachment. However, this contradicts both Customer Based Brand Equity Model
(CBBE) and the model of Self-congruence and Emotional Brand Attachment. In
reference to Keller (2013), behavioral loyalty is the most basic and superficial level
of brand resonance, wherein profitability is categorized. Whereas attitudinal
attachment is considered at a higher psychological level that profitability alone does
not suffice. Customers should go beyond having a positive experience; to viewing
the brand as something very special in the reflection of their own self, only then
brand attachment exists. Therefore, the findings indicate a false perception held by
Jordanian marketing managers in light of their understanding to the concept of brand

27
attachment. This falsification is a result of a collective consideration on attachment
as a materialistic bond, instead of an emotional link to the brand.

5.2.3. Customer Relationship Management (CRM):

Generally, respondents affirm that CRM is one approach to build long-terms

relationships with customers, and in turn to create psychological connotation to the
brand. In references to interviews, trust, credibility, and satisfaction, stem from
applying relationship marketing that includes interactivity and engagement.
Experiential marketing and high personalization is capable of deepening the level of
loyalty, which creates a personal relationship with the brand that surpasses a sales
transaction. Such observation reflects that Jordanian marketers assign weight to an
emotional bond between their customers and their brand, and consider this
relationship larger than a mere sales transaction, to encompass psychological
associations.

According to the respondents, trust is the result of positive experiences, keeping

promises and exceeding customers’ expectations. They also believed that integrity,
honesty and transparency facilitate creating a trustworthy relationship.

5.3. Emotional Advertising:

5.3.1. Emotional vs. Rational Appeals:

Collectively, respondents confirm the endorsement of both rational and emotional

appeals in their advertisements. A number of factors are identified as determinants
for correctly choosing the stimulation type. For instance, the strength of the brand in
the market and among competitors is major determinant of the appeal used.
Moreover, the stage in which the brand is in the product life cycle (PLC); not to
mention the market share and loyalty margins. These are prominent points of
consideration for Jordanian marketers when attempting to choose a suitable appeal.
Few however favored emotional appeals as a priority in the case of high competition.

28
Emotional stimulation is crucial in differentiation among generic products offerings.
Emotional appeals highly rely on visuals that induce a sense of belonging and aim to
increase the constructive engagement by customers, especially in the introductory
stage of the brand. For instance, the marketing manager of Nissan Jordan discusses
the “Juke “advertisement, which “is targeted to music fans, the car is symbolized
through the emotional stimulation as an attractive music device connected to a
headset.” To the contrary, some respondents prioritize rational appeals in terms of
launching new products. Although they believe that the use of emotional appeals is a
must, they declare that inducing emotions is already a part of their future marketing
plans. However, rational appeals are of benefit in Jordan where the entire market is
known for high price sensitivity, especially in the status quo where poor economy
conditions are dominant. On the other hand, a number of respondents explain their
insistence on using emotional stimulation in the very early stages of the launching of
their brands, in order to create attention amongst fierce competition.

All in all, respondents communally agreed that a key factor in selecting the appeal
refers to the nature of the target market. Once the characteristics of the targeted
segment are properly identified, it becomes easier to properly determine which type of
appeal will be successful in stimulating attention and inducing influence. In this
context, many argue that the content of their advertisements is undergoing constant
change and development. For example, an apparent change in using language to
match the taste of target audience attributes; moreover, the reliance on creative visuals
and eye-catchy fonts and colors is present. A shift in content quality can be observed
as well. According to the manager of Grand Hyatt Amman:

“Years ago the emphasis was on quality services or competitive prices. Now
however we are focusing more and more on the image in the content of our
advertisement. Image, prestige, and elitism are dominant messages in our
advertisement content. We want the customers to picture the experience they
actually live when they check in our hotel. Also, our advertisements today

29
 telling a story, usually it is a favorable story by people, and the advertisement is
an invitation for viewers to picture themselves as players in the story.”[Personal
interview on May/2016]

Most respondents agree that the tendency in advertisements is leaning towards

utilizing feelings and emotion. This is because the marketplace is stocked with strong
competition, and the focus on practical reasoning in communication is not as effective
as before. Creative messages are needed to attract the limited attention of the
customer, and the same applies on the needs for a creative execution. However, a
number of respondents pointed that such tendency is not strategic or tactical; rather,
the quest for creativity generates ideas of emotive endorsements.

In literature, there is no fixed yardstick for the suitability of emotional over rational
appeals; the selection of the appeal depends on the product and the characteristics of
the target market Using rational appeals communicates with the consumer's logic and
embodies functional motivation; whereas emotional appeal is based on tugging on
feelings or humor. It communicates with the human sentiment (Keegan & Green,
2015). Consequently, it is obvious from the answers by the respondents that there is a
margin of acknowledgement to the differences between rational and emotional
appeals. Moreover, there is an implicit tendency to utilize emotions in advertisements
when attempting to upstage competitors. Again, this agrees with the sentimental
nature of Arabs in general, as Arabs are known to be touched by emotional
inducements at various social levels (Nydell, 2012).

5.3.2. Advertising Communication Channels:

Furthermore, the discussion on advertisements shed lights on advertising mediums.

The majority agree on the importance of utilizing new channels for advertising,
specifically social media and digital marketing channels. They also proclaim that
using these media channels opened the door for fostering emotions in an aim to create
emotional bonds with their brands. The reliance on social media outlets in advertising

30
- namely Facebook, Instagram, and Twitter – is on constant rise. It is believed that
customers approach these outlets as primary sources for information when attempting
to evaluate a brand or gain more information. According to the marketing manager in
Marriott Hotels in Jordan:

“We have to reach properly for our target market. We cannot overlook the
advancement of technology today. Technology is a reason for change in
everything in our surrounding, and this includes the way companies
communicate with customers. Today most customers are reached through
social media, any message we want to deliver has high chances of reception via
social media. More importantly, people use social media to reach us.”

5.3.3. The Conceptual EIM-Advertising Response Model:

Furthermore, respondents collectively confirm their advertising objectives in eliciting

positive feelings for their viewers. The discussion however does not trigger any
measurements or strategies to measure the success of such objectives. Moreover,
respondents seem to be indifferent to the eliciting of negative feelings to influence
behavior in favor of their brands. In reference to the Conceptual EIM-Advertising
Response Model mentioned in the literature, Jordanian marketers only focus on the
dimension that proposes evoking positive feelings such as joy, love, warmth, humor,
etc. However, the other dimensions of the model are disregarded, as there is no
structural measurement to measure the success of evoking the desired feelings.
Subsequently, there is no attempt whatsoever to regulate or control the emotional
reflexes post measurement. This can negatively affect the emotional persuasion
mentioned in the literature review, since emotional persuasion revolves around
recognizing and organizing the emotional stimuli for the desired target market in
order to utilize suitable emotional triggers (Taute, et al, 2011).

A critical point of consideration involves the type of feelings elicited. Respondents

claim to rely on positive emotions as a way to attract and impact customers. However,
when asked to provide further details in this regard, they state that they mainly

31
concentrate on endorsing quality through their advertisements. The responses reflect
attention to basic levels of customer service and service quality. However, deeper
dimensions mentioned in the model such as empathy is obviously disregarded by
Jordanian marketers. Moreover, unraveling emotional recognition as prerequisite for
the desired attitudes and behavioral intentions is also overlooked. The responses
negate that model constructs, because what they consider a part of emotional
recognition is merely a service quality consideration. Hence, it is safe to say that the
model is only partially applicable on the emotional advertising in Jordan.

5.4. Emotional Selling:

Although Jordan is known to be a sales culture, the dimension of emotional selling
generated limited findings due to lack of knowledge in relevant terms. Firstly, all
respondents agree on the adoption of fixed standards by the company to recruit
salespeople. However, these standards are diverse and differ between firms. Most
respondents agree on a list of characteristics, chief among them communication skills,
appearance, English proficiency, moralities, ethics, and sociability. Few focus on
passion for selling considering sales as an art, and few respondents highlight the
importance of being team player and having sense of humor. Moreover, respondents
collectively affirm the importance of persuasion skills, successful selling techniques,
and the proper usage of non-verbal language, i.e. body language and postures. In a
personal interview with the marketing manager of BMW in April/2016, the manager
quotes:

“The basic element we focus on when we train our salespeople is the value of our
brand. We explain to them the major benefits and features of our brand. Also, we
focus on the love dedicated by customers to our salesperson. Sometimes loyalty
is generated because of comfort and satisfaction by the customer to the
salesperson more than the brand itself. In our training, we also concentrate on
issues such as welcoming expressions and body language.”

As mentioned in the literature review, personal selling tactics highly utilize emotional
intelligence, which revolves around the ability to understand emotional content,

32
regulate emotions, and empathy (Taute, et al., 2011). However, the findings indicate
lack of knowledge in the dimensions of emotional intelligence. A respected number of
respondents do not recognize the term. Additionally, none of the respondents point the
term as a standard for recruitment. Generally speaking, it is evident that Jordanian
marketers do not assign weight to emotions and personal selling applications. The
speech seems to focus on functional and practical benefits to the brand; thereby
leading to the conclusion that hard selling is endorsed by Jordanian salespeople. This
applies for both common and luxurious goods and services, as answers by
respondents do not indicate a distinction to the type of the product or divergence in
the selling approach as far as selling is concerned. For respondents, it seemed that
personal selling is reserved on completing transactions rather than triggering
sensations and emotions. A number of respondents recognize the term of emotional
intelligence, but further probing on the issue generated limited substance of
knowledge. This lack of knowledge is exempted from very few respondents who
claim that emotional intelligence is vital to their sales operations. However, beyond
the theoretical claim to its importance, marketing managers did not provide any
strategic consideration.

The same lack of knowledge is apparent when discussing their preference of hard/soft
selling. The concentration in sales attempts revolve around giving customers their
needs and delivering promises. According to most respondents, the manner in which
the salesperson communicates with customers is highly tailored according to the
receiver. However, no attention is granted to emotional ambiances or metaphors to
exert an emotional influence. Therefore, Jordanian marketers lack the endorsement of
soft skills in selling operations, namely emotional intelligence, relational skills,
empathy, listening. As suggested by literature, adopting an emotional approach in
sales may channel behavior in the desired manner and formulate positive attitudes due
to higher impact (Mahapatra, 2013; Punwatkar & Verghese, 2014).

33
5.5. Atmospherics:
Discussion on atmospherics indicates total unfamiliarity to the term and its aspects.
The importance of atmospherics – physical evidence in the marketing mix – is utterly
dismissed. As far as respondents are concerned, the utilization of colors, music,
scents, lighting, etc., are chosen either as restricted by the mother company in case of
franchise, or quiet randomly without any strategic implications.

As mentioned in the literature review, atmospherics are vital in evoking positive

emotions and experiences; thereby, impacting purchasing behavior and repetition in
purchase. Nevertheless, Jordanians fail to identify the pillars of atmospherics or their
symbolic value. For example, the colors used in their showrooms or branches are
devoid from symbolism. The same applies to the choice of the music, which is very
arbitrary and not necessarily in alignment with the characteristics or the personality of
the offering. Thus, it is safe to conclude that the tendency of creating positive ambiances
or glorying atmospheres is not endorsed in the marketing campaigns of Jordanian marketers.

6. Conclusion:

EM introduces a new marketing shift that revolves around fulfilling needs and
impacting customers through capitalizing on emotions. EM seeks to build long-term
relationships with customers and construct profound psychological relations by
customers to the brands. In this qualitative based market research, a number of
interviews were conducted with Jordanian marketing managers in the private sector,
to obtain detailed in-depth descriptions about the awareness and margin of
applications of EM.

The first dimension tackles a generic observation of the weight of emotions from a
Jordanian perspective, and in turn the impact of employing emotions on the
relationship with the brand. There is an evident impact played by emotions on
cognitive processing and in turn customers’ purchasing decisions. The emotional

34
stimulation is greatly considered when formulating brand elements. Such impact
however varies between individuals in reference to psychographic, demographic, and
social influences, in addition to the level of product involvement. Moreover, the
sentimentality of the Arabic culture contributes to the success of deploying emotions
in marketing activities. Moreover, emphasis on image and distinctiveness is evident
between Arab customers, and the same applies on the benefits of the offerings.
Jordanian marketers are aware of such emphasis and the vital role of emotions
accordingly. However, such awareness lacks strategic planning, in the sense of
tactical deployment to emotions in marketing campaigns.

Customer delight, personalization, and noteworthy experiences, are all examples used
in Jordan to leverage emotional reflexes, and in turn loyalty levels, which leads to
brand attachment. The aforementioned align perfectly with emotional appeals.
However, free samples, gifts, discounts are also mentioned as examples of EM tactics,
which is falsified by the marketing literature that considers such activities as part of
sales promotion. Thus, a mix-up in theoretical marketing terminologies is evident in
this case. The same mix-up occurs when marketers confuse basic service quality
tactics with EM. Nevertheless, Jordanian marketers for the most part are able to draw
a distinction between the terms ‘product’ and brand. Consequently, the discussion
affirms a reliance on emotions when the term ‘brand’ is communicated. On the other
hand, the term ‘positioning’ is blurred to Jordanian marketers. Nevertheless,
marketers apply positioning strategies when promoting their brands, such as the
emphasis on image, or a favored Jordanian norm, or the implanting of a competitive
edge in mindsets. Marketers refer to competition as a reference for positioning their
brands and creating associations. Fierce competition and mimicry remains a challenge
in the face of a consistent positioning. There is an obvious dismissal to the importance
of measuring consumer imagery.

The second dimension stresses on the importance of CRM from the Jordanian
perspective. Building long-term relationships with customers and in turn customer

35
retention is a key objective for Jordanian marketers. In this regard, there is an
acknowledgement to the significance of emotions in formulating enduring ties with
customers. The usage of emotional stimuli and insistent making of emotional reflexes
are evident to preserve customers and strengthen their relationship with the brand.
There is a collective agreement that CSR is considered a main driver for generating
emotions and in turn higher loyalty levels to the firm. On the other hand, the
indication of brand attachment is falsified on the theoretical level, since the yardstick
of attachment for Jordanian marketers is measured by repeated purchase and
profitability. In the marketing literature however, attachment is measured by loyalty
and emotional connection between the customer and the brand. In describing an
effective relationship between a brand and its customers, respondents believed that
well-known brands can gain trust easily. Trustworthiness is observed to be a primary
ground from the Jordanian perspective to formulate long-term relationship with
customers. Moreover, positive experiences, honesty, transparency and customer
relationship management programs were proposed as major contributors to trust.

The third dimension addresses the role of emotions in advertisements. A mix of

rational and emotional appeals is used in Jordanian advertisements depending on the
situation. Marketers are inclined to deploy emotions in case of brand differentiation,
aggressive competition, or when fostering high brand engagement. It is safe to
confirm that advertising approaches are undergoing constant alterations in content and
execution. Such alteration bears significantly emotional appeals as a form of
creativity. The shift in advertising also extends to mediums, wherein heavy reliance
on social media is taking place. Nevertheless, Jordanian marketers lack the adoption
of measurements to assess actual emotional reflexes by the target audiences on one
hand, and strategic implications to regulate such reflexes in favor of their offerings on
the other.

The fourth dimension sheds lights on emotional selling; while the discussion points
that emotion in selling operations are inexistent. Procedural skills are favored when

36
recruiting salespeople, whereas the terms of emotional intelligence and soft selling are
totally unrecognized. This leads to the conclusion that as far as selling is concerned,
the approach is strictly functional and transactional. The lack of considering soft skills
prevents the company from relationship selling. Thus, it is safe to say that Jordanian
Marketers neglect emotions in terms of personal selling applications as they consider
personal selling is a form of completing transactions rather than triggering sensations
and emotions.

Finally, marketers are completely oblivious to the term atmospherics and the
repercussions of applying its dimensions on customers. The importance of
atmospherics seemed to be totally overlooked, and the utilization of the term is
obviously arbitrary and unexamined. Most answers indicated randomness in the
selection of the environment decorations, except for few who attributed the layout
design to guidelines imposed by mother companies in case of franchise. Therefore,
the tendency of creating positive ambiances in service factory is not considered in
Jordanian marketing campaigns.

The researchers confronted a communication issue with the potential interviewees.

Many interviewees were short on time, which negatively influenced the flow of ideas.
Some respondents cancelled the scheduled interview within a short notice, others
repeatedly postponed the interviews; while many managers utterly refused to conduct
interviews; this resulted in delays.

A potential limitation might include the researchers’ judgment on the chosen sample.
Such potential bias was reduced to a great extent by ensuring diversity in the sample
in terms of industries. Also, researchers’ positionality is adopted, which refers to total
awareness of one’s stand in the research (Saunders, et al., 2009; Baden & Major,
2013).

37
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Appendix A

List of companies interviewed:

1. Al-Aujan Industries co.

2. Bank al Etihad.
3. BMW Jordan – Abu Khader Automotive.
4. Jordan American Food Company – Burger King and Papa Johns.
5. Capital Bank.
6. Dallas Travel & Tourism.
7. Darwazeh Motors.
8. Elite Furniture.
9. Emirates Airlines.
10. Four Seasons Amman Hotel.
11. Grand Hyatt Amman Hotel.
12. Honda – Tahboub Cars.
13. Izzat Marji Group.
14. JETT – Jordan Express Tourist Transportation.
15. Jordan Football Association.
16. Landmark Amman Hotel & Conference Center.
17. Marriott Amman Hotel.
18. Mitsubishi Motors Jordan.
19. Nissan – Bustami and Saheb Trading co.
20. Panasonic Electronics.
21. Qatar Airways.
22. Radio Hala.
23. Sheraton Amman Al–Nabil Hotel.
24. Tawaheen Al Hawa Restaurant.
25. Yildiz Palace Restaurant & Café.
26. Zahr El Lawz Restaurant.

46