The marketing power of emotion /
O'Shaughnessy, John, 1927-
The marketing power of emotion / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy. - vi, 274 pages : illustrations ; 24 cm
Includes bibliographical references (pages 247-260) and index.
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.
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.
0195150562 9780195150568
2002070905
Consumer behavior.
Consumers--Psychology
Marketing--Psychological aspects
Advertising--Psychological aspects
Decision making--Psychological aspects
Emotions--Economic aspects
HF5415.32 / .O743 2003
658.8342
The marketing power of emotion / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy. - vi, 274 pages : illustrations ; 24 cm
Includes bibliographical references (pages 247-260) and index.
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.
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.
0195150562 9780195150568
2002070905
Consumer behavior.
Consumers--Psychology
Marketing--Psychological aspects
Advertising--Psychological aspects
Decision making--Psychological aspects
Emotions--Economic aspects
HF5415.32 / .O743 2003
658.8342