| |
|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910780284203321 |
|
|
Autore |
O'Shaughnessy John <1927-2023, > |
|
|
Titolo |
The marketing power of emotion / / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
New York, New York : , : Oxford University Press, , 2003 |
|
©2003 |
|
|
|
|
|
|
|
|
|
ISBN |
|
0-19-770335-6 |
1423763165 |
1-280-48216-8 |
1-60256-771-9 |
1-4237-6316-5 |
0-19-534866-4 |
|
|
|
|
|
|
|
|
Descrizione fisica |
|
1 online resource (283 p.) |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Consumer behavior |
Consumers - Psychology |
Marketing - Psychological aspects |
Advertising - Psychological aspects |
Decision making - Psychological aspects |
Emotions - Economic aspects |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references (p. [247]-260) and index. |
|
|
|
|
|
|
Nota di contenuto |
|
Machine generated contents note: 1 The Scope of Emotion in Marketing, 3 --2 Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal, 35 --3 Generating Emotion: Beliefs and Wishes, 71 --4 Generating Emotion: Emotional Responses, 119 --5 Predicting, Changing, and Influencing Emotional Responses, 151 --6 Branding and Emotion, 179 --7 Emotion in Building Brand Equity, 209 --Notes, 247 --Index, 261. |
|
|
|
|
|
|
|
|
Sommario/riassunto |
|
This work brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition. |
|
|
|
|
|
|
|
| |