Final answer:
Brand engagement refers to owners' biased perception of an object's value compared to non-owners. Marketers try to manipulate consumers' emotions to enhance brand engagement. They create the perception that owning a product will confer status and improve the customer's life.
Step-by-step explanation:
Brand engagement refers to the tendency of an owner to evaluate an object more favorably than a nonowner. This means that individuals who own a certain brand or product may have a biased perception of its value compared to someone who does not own it. For example, if someone owns a popular brand of headphones, they may believe that they are of higher quality and better performance than headphones of a different brand, even if that is not necessarily the case.
Marketers often try to manipulate consumers' emotions and create the perception that owning their product will enhance their life beyond its utility. They use storefront displays and other techniques to create an image that the product will confer status and make the customer's life better. This can influence brand engagement, as it can lead to owners valuing their products more than nonowners.