The Marketing Power of Emotion

Nonfiction, Health & Well Being, Psychology, Emotions, Business & Finance, Marketing & Sales
Cover of the book The Marketing Power of Emotion by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy, Oxford University Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: John O'Shaughnessy, Nicholas Jackson O'Shaughnessy ISBN: 9780190287825
Publisher: Oxford University Press Publication: December 26, 2002
Imprint: Oxford University Press Language: English
Author: John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
ISBN: 9780190287825
Publisher: Oxford University Press
Publication: December 26, 2002
Imprint: Oxford University Press
Language: English

Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no less influential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics. Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no less influential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics. Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.

More books from Oxford University Press

Cover of the book Stuffed Animals and Pickled Heads by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book Evidence-Based Outcome Research by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book The Oxford Companion to the History of Modern Science by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book In Their Own Words by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book Galileo Galilei by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book The Literary Imagination in Jewish Antiquity by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book 50 Studies Every Internist Should Know by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book Death or Liberty by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book The Oxford Handbook of Ethics at the End of Life by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book American Arcadia by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book Exodus by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book Rights Forfeiture and Punishment by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book Magnificent and Beggar Land by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book The Caucasus:An Introduction by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
Cover of the book After Digital by John O'Shaughnessy, Nicholas Jackson O'Shaughnessy
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy