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Torrance Presentation - February 11, 2014
Date: December 31, 2014
Heart to Heart: Building Emotional Connections with Consumers in the Automotive Industry. Wharton University. Presenters: Professor Patti Williams, John Mendel, and Vicki Poponi (WG98). Increasingly marketers want to capture consumer hearts, build loyalty and brand love. Join us for a discussion about how emotions influence consumer decision making and specifically how Honda builds bonds with consumers. Vicki Poponi, Assistant Vice President of Product Planning, Honda, will discuss how Honda learns about consumers and strives to build emotions into the product design process. John Mendel, Executive Vice President, Honda will discuss how Honda uses marketing communications to spark consumer emotions. Wharton's Professor Patti Williams will discuss research on emotions and consumer decision making
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