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The marketing power of emotion

Author: John O'Shaughnessy; Nicholas J O'Shaughnessy
Publisher: Princeton, N.J. : Recording for the Blind & Dyslexic, 2005.
Edition/Format:   Audiobook on CD : CD audio : English
Summary:
[This book] is about the significance of emotion in marketing and consumer experience. Emotion is never a semidetached adjunct to consumer processes. This book analyzes how companies use emotions to connect with consumers, develop new products, improve strategic positioning, and increase brand recognition. The authors synthesize key research related to methods of stimulating emotion, such as appealing to a  Read more...
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Details

Material Type: Audio book, etc.
Document Type: Sound Recording
All Authors / Contributors: John O'Shaughnessy; Nicholas J O'Shaughnessy
OCLC Number: 58547505
Notes: Originally published: Oxford ; New York : Oxford University Press, ©2003.
Description: 1 audio disc : digital, mono ; 4 3/4 in.
Contents: Scope of emotion in marketing --
Generating emotion: value systems, emotive stimuli, and appraisal --
Generating emotion, beliefs and wishes --
Generating emotion: emotional responses --
Predicting, changing, and influencing emotional responses --
Branding and emotion --
Emotion in building brand equity.
Responsibility: John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.

Abstract:

[This book] is about the significance of emotion in marketing and consumer experience. Emotion is never a semidetached adjunct to consumer processes. This book analyzes how companies use emotions to connect with consumers, develop new products, improve strategic positioning, and increase brand recognition. The authors synthesize key research related to methods of stimulating emotion, such as appealing to a customer's beliefs and wishes, and examine how, in response to these emotions, customers make product appraisals.-Dust jacket.

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Primary Entity

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