000			03143cam a2200445 i 4500
005			20221109160138.0
008			020427s2003 enka b 001 0 eng d
010			_a 2002070905
011			_aBIB MATCHES WORLDCAT
020			_a0195150562 _qalk. paper
020			_a9780195150568 _qalk. paper
035			_a(OCoLC)49726373
040			_aDLC _beng _erda _cDLC _dSYB _dUKM _dZLI _dBAKER _dNLGGC _dBTCTA _dLVB _dYDXCP _dOCLCG _dWAU _dCDS _dHEBIS _dOCLCQ _dATU
050	0	0	_aHF5415.32 _b.O743 2003
082	0	0	_a658.8342 _221
100	1		_aO'Shaughnessy, John, _d1927- _9392615
245	1	4	_aThe marketing power of emotion / _cJohn O'Shaughnessy, Nicholas Jackson O'Shaughnessy.
264		1	_aOxford ; _aNew York : _bOxford University Press, _c[2003]
264		4	_c©2003
300			_avi, 274 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 247-260) and index.
505	0	0	_tScope of emotion in marketing -- _tGenerating emotion: value systems, emotive stimuli, and appraisal -- _tGenerating emotion: beliefs and wishes -- _tGenerating emotion: emotional responses -- _tPredicting, changing, and influencing emotional responses -- _tBranding and emotion -- _tEmotion in building brand equity.
520			_aHow 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.
588			_aMachine converted from AACR2 source record.
650		0	_aConsumer behavior. _9345411
650		0	_aConsumers _xPsychology _9374076
650		0	_aMarketing _xPsychological aspects _9371903
650		0	_aAdvertising _xPsychological aspects _9371999
650		0	_aDecision making _xPsychological aspects _9374077
650		0	_aEmotions _xEconomic aspects _9796610
700	1		_aO'Shaughnessy, Nicholas J., _d1954- _9392616
856	4	2	_3Contributor biographical information _uhttp://catdir.loc.gov/catdir/enhancements/fy0726/2002070905-b.html
907			_a.b10135066 _b10-06-19 _c27-10-15
942			_cB
945			_a658.8342 OSH _g1 _iA410459B _j0 _lcmain _o- _p$34.54 _q- _r- _s- _t0 _u21 _v1 _w1 _x0 _y.i10344585 _z28-10-15
998			_a(4)b _a(4)c _b23-03-18 _cm _da _feng _genk _h4
999			_c1107071 _d1107071