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Author O'Shaughnessy, John

Title The marketing power of emotion / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Published New York : Oxford University Press, 2003
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Description 1 online resource (vi, 274 pages) : illustrations
Contents Scope of emotion in marketing -- Generating emotion: value systems, emotive stimuli, and appraisal -- Generating emotion: beliefs and wishes -- Generating emotion: emotional responses -- Predicting, changing, and influencing emotional responses -- Branding and emotion -- Emotion in building brand equity
Summary This work brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition
Bibliography Includes bibliographical references (pages 247-260) and index
Notes Print version record
Subject Advertising -- Psychological aspects
Consumer behavior
Consumers -- Psychology
Decision making -- Psychological aspects
Emotions -- Economic aspects
Marketing -- Psychological aspects
Comportement du consommateur.
Advertising -- Psychological aspects.
Aspect psychologique.
BUSINESS & ECONOMICS -- Consumer Behavior.
Consumer behavior.
Consumers -- Psychology.
Decision making -- Psychological aspects.
Emotions -- Economic aspects.
Émotion.
Marketing -- Psychological aspects.
Marketing.
Persuasion.
Prise de décision.
Publicité
Form Electronic book
Author O'Shaughnessy, Nicholas J., 1954-
ISBN 0195348664
1280482168
1423763165 (electronic bk.)
1602567719 (electronic bk.)
9780195348668
9781280482168
9781423763161 (electronic bk.)
9781602567719 (electronic bk.)
(alk. paper)