The Marketing Power of Emotion

AvJohn O'Shaughnessy,Nicholas Jackson O'Shaughnessy

Inbunden, Engelska, 2003

478 kr

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Beskrivning

How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. This book provides an account of the marketing power of emotion, complete with references and real-life examples. Emotions, whether it is realized or not, is one of the central factors in our buying behaviour. Emotions energize the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential relevant topics, including the scope of emotion in marketing and how - in response to these - customers make product appraisals. Finally, the volume covers branding and how emotions play a role in consumer loyalty to brands.

Produktinformation

Utgivningsdatum:2003-01-16
Mått:162 x 246 x 24 mm
Vikt:572 g
Format:Inbunden
Språk:Engelska
Antal sidor:288
Förlag:OUP USA
ISBN:9780195150568

Utforska kategorier

Företagsekonomi inom Ekonomi och Ledarskap

Mer om författaren

John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele University in the United Kingdom.

Recensioner i media

Although this volume will be of interest to marketing theorists and students of consumer behaviour, I have no hesitation in recommending it to business executives and marketing practitioners.

Innehållsförteckning

1: The Scope of Emotion in Marketing 2: Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal 3: Generating Emotion: Beliefs and Wishes 4: Generating Emotion: Emotional Responses 5: Predicting, Changing, and Influencing Emotional Responses 6: Branding and Emotion 7: Emotion in Building Brand Equity Notes Index