The marketing power of emotion:
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. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Oxford University Press
2003
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Zusammenfassung: | 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. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes 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 topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description. |
| Beschreibung: | Includes bibliographical references (p. [247]-260) and index |
| Beschreibung: | vi, 274 p. ill. : 24 cm |
| ISBN: | 0195150562 |
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| 520 | 3 | |a 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. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes 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 topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description. | |
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Datensatz im Suchindex
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|---|---|
| adam_text |
Contents
1 The Scope of Emotion in Marketing, 3
2 Generating Emotion: Value Systems, Emotive Stimuli,
and Appraisal, 35
3 Generating Emotion: Beliefs and Wishes, 71
4 Generating Emotion: Emotional Responses, 119
5 Predicting, Changing, and Influencing
Emotional Responses, 151
6 Branding and Emotion, 179
7 Emotion in Building Brand Equity, 209
Notes, 247
Index, 261 |
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-10-23T10:03:43Z |
| institution | BVB |
| isbn | 0195150562 |
| language | English |
| lccn | 2002070905 |
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| spelling | O'Shaughnessy, John Verfasser aut The marketing power of emotion John O'Shaughnessy, Nicholas Jackson O'Shaughnessy 1. publ. Oxford Oxford University Press 2003 vi, 274 p. ill. : 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [247]-260) and index 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. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes 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 topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description. Consommateurs - Comportement Consommateurs - Psychologie Consumentengedrag gtt Emoties gtt Marketing - Aspect psychologique Marketing gtt Prise de décision - Aspect psychologique Publicité - Aspect psychologique Émotions - Aspect économique Psychologie Advertising Psychological aspects Consumer behavior Consumers Psychology Decision making Psychological aspects Emotions Economic aspects Marketing Psychological aspects Marketing (DE-588)4037589-4 gnd rswk-swf Gefühl (DE-588)4019702-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Gefühl (DE-588)4019702-5 s Verbraucherverhalten (DE-588)4062644-1 s Marketing (DE-588)4037589-4 s DE-188 O'Shaughnessy, Nicholas Jackson 1954- Sonstige (DE-588)17058500X oth http://www.loc.gov/catdir/toc/fy034/2002070905.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009883407&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | O'Shaughnessy, John The marketing power of emotion Consommateurs - Comportement Consommateurs - Psychologie Consumentengedrag gtt Emoties gtt Marketing - Aspect psychologique Marketing gtt Prise de décision - Aspect psychologique Publicité - Aspect psychologique Émotions - Aspect économique Psychologie Advertising Psychological aspects Consumer behavior Consumers Psychology Decision making Psychological aspects Emotions Economic aspects Marketing Psychological aspects Marketing (DE-588)4037589-4 gnd Gefühl (DE-588)4019702-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4019702-5 (DE-588)4062644-1 |
| title | The marketing power of emotion |
| title_auth | The marketing power of emotion |
| title_exact_search | The marketing power of emotion |
| title_full | The marketing power of emotion John O'Shaughnessy, Nicholas Jackson O'Shaughnessy |
| title_fullStr | The marketing power of emotion John O'Shaughnessy, Nicholas Jackson O'Shaughnessy |
| title_full_unstemmed | The marketing power of emotion John O'Shaughnessy, Nicholas Jackson O'Shaughnessy |
| title_short | The marketing power of emotion |
| title_sort | the marketing power of emotion |
| topic | Consommateurs - Comportement Consommateurs - Psychologie Consumentengedrag gtt Emoties gtt Marketing - Aspect psychologique Marketing gtt Prise de décision - Aspect psychologique Publicité - Aspect psychologique Émotions - Aspect économique Psychologie Advertising Psychological aspects Consumer behavior Consumers Psychology Decision making Psychological aspects Emotions Economic aspects Marketing Psychological aspects Marketing (DE-588)4037589-4 gnd Gefühl (DE-588)4019702-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consommateurs - Comportement Consommateurs - Psychologie Consumentengedrag Emoties Marketing - Aspect psychologique Marketing Prise de décision - Aspect psychologique Publicité - Aspect psychologique Émotions - Aspect économique Psychologie Advertising Psychological aspects Consumer behavior Consumers Psychology Decision making Psychological aspects Emotions Economic aspects Marketing Psychological aspects Gefühl Verbraucherverhalten |
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