02803nam 2200721 450 991078028420332120230601234452.00-19-770335-614237631651-280-48216-81-60256-771-91-4237-6316-50-19-534866-4(CKB)111086906269252(EBL)279511(OCoLC)437175129(SSID)ssj0000198126(PQKBManifestationID)12056625(PQKBTitleCode)TC0000198126(PQKBWorkID)10161775(PQKB)10529828(Au-PeEL)EBL4701709(CaPaEBR)ebr11273259(OCoLC)935261833(MiAaPQ)EBC4701709(EXLCZ)9911108690626925220161013h20032003 uy 0engur|n|---|||||txtccrThe marketing power of emotion /John O'Shaughnessy, Nicholas Jackson O'ShaughnessyNew York, New York :Oxford University Press,2003.©20031 online resource (283 p.)Includes index.0-19-515056-2 Includes bibliographical references (p. [247]-260) and index.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.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.Consumer behaviorConsumersPsychologyMarketingPsychological aspectsAdvertisingPsychological aspectsDecision makingPsychological aspectsEmotionsEconomic aspectsConsumer behavior.ConsumersPsychology.MarketingPsychological aspects.AdvertisingPsychological aspects.Decision makingPsychological aspects.EmotionsEconomic aspects.658.8/342O'Shaughnessy John1927-2023,1531382O'Shaughnessy Nicholas J.1954-MiAaPQMiAaPQMiAaPQBOOK9910780284203321The marketing power of emotion3816223UNINA