Emotions, Advertising and Consumer Choice
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Forlagsbeskrivelse af Emotions, advertising and consumer choice af Flemming Hansen
Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological in-sights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in every-day life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing.
The book offers a first time thorough review of contemporary thinking in the field of consumer behaviour and an exhaustive amount of empirical evidence to support the authors' notion of an emerging paradigm of emotionally based consumer choice where mental brand equity becomes a central phenomenon. The empirical evidence is to a large extent developed on a questionnaire-based measurement method, pioneered by the authors and by researchers at the Center for Marketing Communication at the Copenhagen Business School.
Detaljer
Forlag
Copenhagen Business School Press
Udgave
1
ISBN
9788763099882
Sprog
Engelsk
Originalsprog
dan
Originaltitel
Emotions, Advertising and Consumer Choice
Udgivelsesdato
22-12-2011
Format
E-bog
Filtype
PDF
DRM beskyttelse
AdobeDRM
Datamængde
11332 KB
Varenr.
2112044
EAN nr.
9788763099882
Varegruppe
Oprettet fra inventtable