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Description - The Marketing Power of Emotion by John O'Shaughnessy

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.

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Book Details

ISBN: 9780195150568
ISBN-10: 0195150562
Format: Hardback
(241mm x 161mm x 22mm)
Pages: 288
Imprint: Oxford University Press Inc
Publisher: Oxford University Press Inc
Publish Date: 17-Apr-2002
Country of Publication: United States

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Author Biography - John O'Shaughnessy

John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele University in the United Kingdom.

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