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Author: Flemming Hansen
Publisher: Copenhagen Business School Press DK
ISBN: 9788763001984
Category : Business & Economics
Languages : en
Pages : 474
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Book Description
"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."--Jacket.
Author: Flemming Hansen
Publisher: Copenhagen Business School Press DK
ISBN: 9788763001984
Category : Business & Economics
Languages : en
Pages : 474
Get Book Here
Book Description
"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."--Jacket.
Author: John O'Shaughnessy
Publisher:
ISBN: 0195150562
Category : Business & Economics
Languages : en
Pages : 283
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Book Description
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.
Author: Dan Hill
Publisher: Kogan Page Publishers
ISBN: 0749459239
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message. About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability. Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.
Author: Arjun Chaudhuri
Publisher: Routledge
ISBN: 1136406905
Category : Business & Economics
Languages : en
Pages : 182
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Book Description
Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand.
Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693161
Category : Business & Economics
Languages : en
Pages : 463
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Book Description
This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.
Author: Pauline Maclaran
Publisher: SAGE
ISBN: 144620698X
Category : Business & Economics
Languages : en
Pages : 546
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Book Description
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.
Author: Linda Baily Synovitz
Publisher: Jones & Bartlett Publishers
ISBN: 0763765953
Category : Health & Fitness
Languages : en
Pages : 337
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Book Description
Highly researched and referenced, Complementary and Alternative Medicine for Health Professionals: A Holistic Approach to Consumer Health educates students about the many complementary and alternative medicine (CAM) modalities that are available, in addition to the more traditional methods that exist. Early chapters provide an overview of both traditional and alternative medicine, scientific method and steps in scientific research, and look at the cost of health care in the U.S. Later chapters introduce students to integrative medicine and provide a thorough overview of CAM practices employed today. Topics that are covered include acupuncture, meditation, herbals and aromatherapy. By reading this text, students will become astute at distinguishing among those traditional and CAM health practices that are helpful, those that have been scientifically tested, and those that may offer no benefit. Case studies throughout the text give students an opportunity to apply material and ideas to real life situations.
Author: Kesra Nermend
Publisher: Springer
ISBN: 3319629387
Category : Business & Economics
Languages : en
Pages : 409
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Book Description
This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field that combines neuroscience, psychology and economics to build a comprehensive theory of decision making. At its core, neuroeconomics analyzes the decision-making process not only in terms of external conditions or psychological aspects, but also from the neuronal point of view by examining the cerebral conditions of decision making. The application of IT enhances the possibilities of conducting such analyses. Such studies are now performed by software that provides interaction among all the participants and possibilities to register their reactions more accurately. This book examines some of these applications and methods. Featuring contributions on both theory and application, this book is of interest to researchers, students, academics and professionals interested in experimental economics, neuroeconomics and behavioral economics.
Author: Toby Miller
Publisher: Routledge
ISBN: 1136175954
Category : Social Science
Languages : en
Pages : 448
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Book Description
Research on popular culture is a dynamic, fast-growing domain. In scholarly terms, it cuts across many areas, including communication studies, sociology, history, American studies, anthropology, literature, journalism, folklore, economics, and media and cultural studies. The Routledge Companion to Global Popular Culture provides an authoritative, up-to-date, intellectually broad, internationally-aware, and conceptually agile guide to the most important aspects of popular culture scholarship. Specifically, this Companion includes: interdisciplinary models and approaches for analyzing popular culture; wide-ranging case studies; discussions of economic and policy underpinnings; analysis of textual manifestations of popular culture; examinations of political, social, and cultural dynamics; and discussions of emerging issues such as ecological sustainability and labor. Featuring scholarly voices from across six continents, The Routledge Companion to Global Popular Culture presents a nuanced and wide-ranging survey of popular culture research.
Author: Stephen Genco
Publisher: Intuitive Consumer Insights LLC
ISBN: 9780578576961
Category : Business & Economics
Languages : en
Pages : 408
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Book Description
Intuitive Marketing introduces a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as "patsies." Traditional marketing assumes its purpose is persuasion it must grab people's attention, get them to change their minds, and convince them to do what they didn't know they wanted to do. Marketers compete every day to develop messages that "attract eyeballs," "rise above the clutter," and achieve "stopping power." But to the average consumer, marketing and advertising are becoming overwhelming. From their point of view, it's all clutter, it's all annoying, it's all an imposition on their already overworked conscious minds. Ironically, marketers are creating a "tragedy of the commons" effect. By collectively overgrazing consumers' "attentional commons," they are creating an environment that makes it less likely consumers will allocate attention to any of their messages. Intuitive marketing is based on a different view of how consumers think, act, and respond to marketing; a view built directly on the latest findings and insights from brain science. Like traditional marketing, intuitive marketing seeks to influence consumers. But it does so in a radically different way: by aligning with consumers' existing motivations and goals, primarily in the service of positive psychological needs, rather than by attempting to impose immediate transactional goals on consumers using tactics of disruption, distraction, and persuasion. Five intuitive marketing strategies are presented throughout the book. They show how marketers can simultaneously shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers. It provides a path forward for marketing that treats consumers with respect, earns (rather than demands) attention, aligns with (rather than disrupts) consumer motivations and goals, and recognizes the reality of how consumers think, learn, and choose in the modern marketplace.
