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

Format:

Book

Author/Creator:

O'Shaughnessy, John, 1927- author.

O'Shaughnessy, Nicholas Jackson, 1954- author.

Series:

Oxford scholarship online.

Oxford scholarship online

Language:

English

Subjects (All):

Consumer behavior.

Consumers--Psychology.

Consumers.

Marketing--Psychological aspects.

Marketing.

Advertising--Psychological aspects.

Advertising.

Decision making--Psychological aspects.

Decision making.

Emotions--Economic aspects.

Emotions.

Physical Description:

1 online resource (283 p.)

Edition:

1st ed.

Place of Publication:

Oxford ; New York : Oxford University Press, 2003.

Language Note:

English

Summary:

This work brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition.

Contents:

Machine generated contents note: 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.

Notes:

Previously issued in print: 2002.

Derived record based on print version record and publisher information.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9780190287825

0190287829

9780197703359

0197703356

9781423763161

1423763165

9781280482168

1280482168

9781602567719

1602567719

9780195348668

0195348664

OCLC:

437175129