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  E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/49726373 Title: The marketing power of emotion Author: John O'Shaughnessy; Nicholas J O'Shaughnessy Publisher: Oxford ; New York : Oxford University Press, ©2003. ISBN/ISSN: 0195150562 9780195150568 OCLC:49726373

  
  

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The marketing power of emotion

Author:	John O'Shaughnessy; Nicholas J O'Shaughnessy
Publisher:	Oxford ; New York : Oxford University Press, ©2003.
Edition/Format:	Book : EnglishView all editions and formats
Summary:	How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.  Read more...
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