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The marketing power of emotion / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.

By: Contributor(s): Material type: TextTextPublisher: Oxford ; New York : Oxford University Press, [2003]Copyright date: ©2003Description: vi, 274 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0195150562
  • 9780195150568
Subject(s): DDC classification:
  • 658.8342 21
LOC classification:
  • HF5415.32 .O743 2003
Online resources:
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: 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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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8342 OSH (Browse shelf(Opens below)) 1 Available A410459B

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.

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