The marketing power of emotion
By: John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.
Contributors: O'Shaughnessy, Nicholas J., 1954-
Publisher: Oxford University Press
Published: 2003
Place of publication: Oxford; New York
Language: eng
Number of pages: 274
Subjects: Consumer behavior; Consumers -- Psychology; Marketing -- Psychological aspects; Advertising -- Psychological aspects; Decision making -- Psychological aspects; Emotions -- Economic aspects
Notes: Includes bibliographical references (p. [247]-260) and index.
Table of contents: title: Machine generated contents note: 1 The Scope of Emotion in Marketing, 3; title: 2 Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal, 35; title: 3 Generating Emotion: Beliefs and Wishes, 71; title: 4 Generating Emotion: Emotional Responses, 119; title: 5 Predicting, Changing, and Influencing Emotional Responses, 151; title: 6 Branding and Emotion, 179; title: 7 Emotion in Building Brand Equity, 209; title: Notes, 247; title: Index, 261.