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

By:

O'Shaughnessy, John, 1927-

Contributor(s):

O'Shaughnessy, Nicholas J, 1954-

Material type: Text

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:

Contributor biographical information

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

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Previous	658.8342 MOO Consumer behavior and culture : consequences for global marketing and advertising /	658.8342 MOS Gender, design and marketing : how gender drives our perception of design and marketing /	658.8342 NOE Consumer behaviour /	658.8342 OSH The marketing power of emotion /	658.8342 PET Consumer behavior & marketing strategy /	658.8342 POP The Popcorn report : revolutionary trend predictions for marketing in the 90s.	658.8342 POU Buyer behaviour : implications for marketing /	Next

Includes bibliographical references (pages 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.

Machine converted from AACR2 source record.

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