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. This book provides an account of the marketing power of emotion, complete with references and real-life examples. Emotions, whether it is realized or not, is one of the central factors in our buying behaviour. Emotions energize 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 relevant topics, including the scope of emotion in marketing and how - in response to these - customers make product appraisals. Finally, the volume covers branding and how emotions play a role in consumer loyalty to brands.
Publisher: Oxford University Press Inc
Number of pages: 282
Weight: 568 g
Dimensions: 241 x 161 x 22 mm
Although this volume will be of interest to marketing theorists and students of consumer behaviour, I have no hesitation in recommending it to business executives and marketing practitioners. * Economic Outlook & Business Review *
The volume is structured in a way that allows a comprehensive range of ideas, themes and marketing examples to be presented in an interesting and very readable format. * Economic Outlook & Business Review *
The marketing significance of emotion and how it can be used to influence consumer decision-making is comprehensively presented in this volume. * Economic Outlook & Business Review *