Emotions, Advertising and Consumer Choice Forstør

Emotions, Advertising and Consumer Choice (e-bog, pdf, drm)

Af: Flemming Hansen

Forlag: Samfundslitteratur
Format: pdf, drm
Sprog: Engelsk
Sideantal: 462
Dato for udgivelse: 2011-12-22
Udgivelse: 1. udgave
Udgiver: Copenhagen Business School Press
Medforfattere: Flemming Hansen, Sverre Riis Christensen
ISBN-13: 9788763099882
Produkt type: e-bog
Filstørrelse: 11604 KB
Kopibeskyttelse: AdobeDRM
Rettigheder: Kopi: 10, Print: 693
Bogtype: Ebog
Filtype: pdf
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...

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Beskrivelse

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.

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Emotions, Advertising and Consumer Choice

Emotions, Advertising and Consumer Choice

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...