Emotions, Advertising and Consumer Choice
Edition: 1 edition
Publisher: Copenhagen Business School Press
Published: April 30, 2007
Language: eng
Format: Hardcover
Number of pages: 462
ISBN-13: 9788763001984
Subjects: Consumer issues; Consumer Behavior - General; Marketing - Research; Business & Economics; Advertising; Consumer behavior; Psychological aspects; Business/Economics
Description: "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.