The marketing power of emotion / John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.
By: O'Shaughnessy, John.
Contributor(s): O'Shaughnessy, Nicholas J.
Oxford ; New York : Oxford University Press, c2003Description: vi, 274 p.: ill. ; 24 cm.ISBN: 9780195150568 (alk. paper).Subject(s): Advertising -- Psychological aspects | Consumer behavior | Consumers -- Psychology | Decision making -- Psychological aspects | Emotions -- Economic aspects | Marketing -- Psychological aspectsGenre/Form: Print books.DDC classification: 658.8/342 Online resources: Table of contents only | Contributor biographical information | Publisher description| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.32 .O743 2003 (Browse shelf) | Available | AU0000000002310 |
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.