Emotions, Advertising and Consumer Choice
Üye Girişi yapın, temin süresi ve fiyatını size bildirelim.
Üye Girişi yapın, sizi bu ürün stoklarımıza girdiğinde bilgilendirelim.
Temin süremiz 28 - 42 iş günü
Yayıncı Copenhagen Business School ( 04 / 2007 ) ISBN 9788763001984 | 15,39x22,61x3,2 cm. | İngilizce | 462 Sayfa | Türler Satış-Pazarlama
This book is aimed at readers interested in advanced consumer behaviour theories, both graduate students in their final year and practitioners with an MBA or similar background. "Emotions, Advertising and Consumer Choice" focuses on recent neurological and psychological insights - 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 everyday 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.