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  Home > Diane Publishing Books >

Marketing Power of Emotion
The worlds of bus. & marketing have long drawn on

 
Our Price: $27.00
By John O’Shaughnessy (au); Nicholas Jackson O’Shaughnessy (au)
Year: 2003
Pages: 274
Binding Hardcover
ISBN 0-19-515056-2

Product Code: 142235590X

Description
 
The worlds of bus. & marketing have long drawn on the power of emotion to influence consumer impulses & brand loyalty. This book provides an original, entertaining account of the marketing power of emotion. Traces the manner in which co. rely on emotion to connect with consumers, develop new products, improve their strategic position, & increase brand recognition. Covers the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive & negative associations with a product); the importance of consistency; response prediction; & emotional response manipulation, among a host of other topics. The centrality of emotion in developing brand loyalty is explored in depth. Illus.

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