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This chapter seeks to make the case that emotions are central in organising in schools and that the way members of staff oversee their emotion processes is crucial to the legitimacy of the institution. The logic of the case is simple, as follows. There are three forms of affect: feelings, moods and emotions. Feelings and moods are affective states, the description of which depicts our inner world. Emotions are very different. They entail a process in which an event of some kind is experienced and appraised. This appraisal results in physiological responses, psychological changes and social responses, which entail actions. The emotion process creates a state of action readiness and a motivation to act. The actions are manifestations of power and they may influence those who experience them. Because actions influence, they are leadership actions and are therefore central to organising processes. Actions may have a high affective content and may be experienced as an individual ‘emoting’, which typically increases the significance of the action experienced by others. Emoting can therefore change the influencing effect of an action. We may seek to defend ourselves from actions with a high affective content by means of social defences, which can take various forms. The social actions resulting from the emotion process and emoting are subject to a whole range of ‘rules’: personal, interpersonal, institutional and cultural. How well members of the school staff understand and oversee – manage – that emotion process in relation to these rules is crucial to the legitimacy of schools as institutions.

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.

The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.

The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.

The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.

The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.

In response to recent calls to better understand the brain’s role in organizational behavior, we propose a series of theoretical tests to examine the question “can brains manage?” Our tests ask whether brains can manage without bodies and without extracranial resources, whether they can manage in social isolation, and whether brains are the ultimate controllers of emotional and cognitive aspects of organizational behavior. Our analysis shows that, to accomplish work-related tasks in organizations, the brain relies on and closely interfaces with the body, interpersonal and social dynamics, and cognitive and emotional processes that are distributed across persons and artifacts. The results of this “thought experiment” suggest that the brain is more appropriately conceived as a regulatory organ that integrates top-down (i.e., social, artifactual and environmental) and bottom-up (i.e., neural) influences on organizational behavior, rather than the sole cause of that behavior. Drawing on a socially situated perspective, our analysis develops a framework that connects brain, body and mind to social, cultural, and environmental forces, as significant components of complex emotional and cognitive organizational systems. We discuss the implications for the emerging field of organizational cognitive neuroscience and for conceptualizing the interaction between the brain, cognition and emotion in organizations.

This study aims to examine determinants of perceived website quality and associations among consequences of perceived website quality. Adopting the framework of loyalty development, causal links are investigated among the website quality, customers’ perceived service quality, their satisfaction, return intention and loyalty in the context of the lodging industry.

An online field survey is conducted with internet bookers. A confirmatory factor analysis and a parameter estimate analysis using structural equation modeling are adopted to analyze the data.

The progression of the phases of loyalty proceeds in a linear fashion on a lodging website. Mediation effects of customer satisfaction and return intention are detected. Moderation effects of gender were also detected in the relationships among website service quality and consequences of website service quality.

Caution is advised in generalizing findings of this study due to convenience sampling, although findings of the study do confirm results of previously conducted studies.

This study provides practical tips for website development for hospitality management to understand the e-loyalty formation process so that appropriate marketing strategies can be established to accommodate the type and degree of individual customer’s loyalty as well as gender-specific expectations from prospective customers.

This study demonstrates that customer loyalty formation in both physical and online environments has identical processes in the context of the lodging industry. The male group, compared to the female group, appears to be more sensitive in perceiving the effects of functionality of a lodging website, tends to develop customer satisfaction when perceiving website service quality and inclines to develop customer loyalty when having return intention.

While some institutionalists have highlighted the explanatory power of organizational actors, others stress their social construction. In line with the latter perspective, the author states in the first part that, except from meta-theoretical reflections, the social sciences tend to utilize actor concepts without further reflection. The author also shows how actors are reproduced in social practice, excessively in media semantics and more rigid in legal affairs, and that experts and professional helpers constantly reproduce actor images and identities. The second part focuses on the differences between the three dominant types of actors: states, organizations, and individuals. Although rationalization constructs the three different types of actors, which share much in common as institutionally derived entities, each type – still – has its own distinctive qualities: welfare issues are crucial for states; emotional qualities are a characteristic feature of individuals; and stakeholder sensitivity is paramount for organizational actors.

This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.

Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.

The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.

The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.

In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.

Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty.

A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses.

From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty.

Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness.

This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.

Dyadic interactions are significant for human life. Most body sensor networks-based research studies focus on daily actions, but few works have been done to recognize affective actions during interactions. The purpose of this paper is to analyze and recognize affective actions collected from dyadic interactions.

A framework that combines hidden Markov models (HMMs) and k-nearest neighbor (kNN) using Fisher kernel learning is presented in this paper. Furthermore, different features are considered according to the interaction situations (positive situation and negative situation).

Three experiments are conducted in this paper. Experimental results demonstrate that the proposed Fisher kernel learning-based framework outperforms methods using Fisher kernel-based approach, using only HMMs and kNN.

The research may help to facilitate nonverbal communication. Moreover, it is important to equip social robots and animated agents with affective communication abilities.

The presented framework may gain strengths from both generative and discriminative models. Further, different features are considered based on the interaction situations.

Purpose – In recent decades, some sociologists have turned to evolutionary biology, neuroscience, and cognitive science to support, modify, and reconfigure existing social psychological theory. In this chapter, we build on this momentum by considering the relevance of current work in affective and cognitive neuroscience for understanding emotions and the self. Our principal aim is to enlarge the range of phenomena currently considered by sociologists who study emotion while showing how affective dynamics play an important role across most outcomes and processes of interest to social scientists.

Approach – We focus on the ways external social objects become essential to, and emotionally significant for, the self. To that end, we draw on ideas from phenomenology, pragmatism, classic symbolic interactionism, and dramaturgy. We show how basic affective systems graft on, build from, and extend current social psychological usages of emotions as well as the important sociological work being done on self, from both symbolic interactionist (SI) and identity theory (IT) perspectives. Finally, we turn to the promising directions in studying emotional biographies and various aspects related to embodiment.

Findings – Affective systems consist of brain networks whose connections deepen when activated, with interesting variations observable at the neural, individual, and social levels in which one or more system is more salient than others. Affective systems may come to saturate the construction and maintenance of an autobiography or collective biography, with consequences for self-projection, self-other attunement, and embodied action. In turning to embodiment, however, we consider aspects of cognitive neuroscience that can contribute to ongoing work in neurosociology building on symbolic interactionism.

Practical Implications – The focus on affective systems suggests new research agendas in leveraging emerging neurosociological methods in the laboratory, while pushing for novel, naturalistic observational strategies. The latter, in particular, may be key to deepening sociology's contributions to neuroscience, better positioned to bring the full disciplinary toolkit to bear on these questions.

Social Implications – In considering the embodied and projective aspects of the self, we show how work examining convergence and divergence between embodied and linguistic pathways opens up new insights into how the self develops or acquires behavioral repertoires. As such, this chapter points to the need for holistic approach to understanding the social actor and, thereby, how political, economic, historical, and cultural factors shape self as much as biogenetic and psychological.

Originality of the Chapter – Sociologists think of emotions as either dependent or intervening variables: (1) signaling identity or situational incongruence, (2) states to be managed, and (3) structural dimensions of superordinate–subordinate relationships. Our integration of the theory of affective systems emphasizes the causal primacy emotions have over other behavioral and cognitive functions, clarifying how they play into the construction and maintenance of self and social experience.