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Diane Publishing Books
Marketing Power of Emotion
John O’Shaughnessy (au); Nicholas Jackson O’Shaughnessy (au)
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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