The Marketing Power of Emotion
Oxford University Press, Dec 26, 2002 - Psychology - 288 pages
Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no less influential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics. Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.
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action advertising aesthetic affect-driven appeal appraisal argues arouse associated attributes behavior Benetton brand equity brand image brand name Brand personality buyer buying Cambridge choice criteria claims Coca-Cola cognitive cognitive dissonance cohere concepts concerns consequences consumer consumer's corporate image credibility culture customers decision decision-making desire effect Elster emotional experiences emotional labor emotional responses emotionally epistemic emotions evaluation evoke example explanatory beliefs factive emotions fantasy fear feelings folk psychology function Gladwell granfalloon guilt hedonism heuristic imagine influence involved loyalty marketing management means mind mood novelty one's options packaging Paul Ekman perceived person persuasion pleasure positive predict preference promotion psychology rational reason recognition-primed decision-making relevant role seek self-esteem sense shame simply simulation situation social norms suggests sumer symbols target audience theory-theory things tion tional Tony Stone trade-offs trust typically University Press values Velleman wants wishes York