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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: 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: Arjun Chaudhuri
Publisher: Routledge
ISBN: 075067976X
Category : Business & Economics
Languages : en
Pages : 184
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Book Description
Publisher Description
Author: Isabella Soscia
Publisher: Edward Elgar Publishing
ISBN: 0857937979
Category : Business & Economics
Languages : en
Pages : 151
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Book Description
ÔA structured, scientific approach to the study of emotional responses that is of interest to both managers and consumers. For marketing managers, this book proposes a simple method to understand how individual emotions, such as guilt or happiness, influence specific post-purchase behaviors. For consumers, it illustrates the broader implications of emotions that are routinely experienced while choosing, buying, and consuming products and services. Overall, the author deals with the elusive, complex, but highly fascinating subject of emotions and consumer behaviour in a lucid and coherent manner.Õ Ð Simona Botti, London Business School, UK ÔLiterally and metaphorically, this long-overdue book is full of emotions. While illustrating the role and implications of human emotions on consumption behaviour, the author does it passionately. She comments on the evidence that consumers desire much more than functional utility and material possession of goods. Positive, negative, and mixed emotions are better predictors of the way consumers elaborate meanings of their possessions as well as sounder explanations of the way consumption is used in order to navigate social relations.Õ Ð Luca M. Visconti, ESCP Europe, France This stimulating book scrutinizes how emotions function in consumers, from both a psychological and a managerial perspective. It demonstrates how gratitude, happiness, guilt, anger, pride and sadness determine different post-consumption behaviours such as positive and negative word of mouth, repurchase intention and complaint behaviour. The emotional side of consumption seems to play an essential role in explaining choices made and actions taken by consumers. The book explores the cognitive antecedents and the action tendencies of happiness and unhappiness and social emotions such as guilt and pride, anger and gratitude are analysed. The will equip managers with conceptual tools and managerial guidance either to prevent certain emotions from arising in consumers or to generate desired emotions in consumers and so inhibit or promote appropriate actions. Using empirical examples, Isabella Soscia demonstrates that different emotions predict specific different types of post-consumption behaviours and that cognitive antecedents specified in the psychology literature elicit them. Emotions and Consumption Behaviour will prove invaluable for consumer behaviour scholars and marketing scholars. Students will find the examples and short case-study descriptions that clarify the theoretical content illuminating. As each of the emotions analysed has different managerial implications, marketing managers, brand and product managers as well as advertising managers will find that this book helps them to design marketing strategy.
Author: Meral, Yurdagül
Publisher: IGI Global
ISBN: 1799800377
Category : Business & Economics
Languages : en
Pages : 395
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Book Description
The use of ICT applications has dipped into almost every aspect of the business sector, including trade. With the volume of e-commerce increasing, international traders must switch their rules and practices to e-trade to survive in such a competitive market. However, the complexity of international trade, which covers customs processes, different legislation, specific documentation requirements, different languages, different currencies, and different payment systems and risk, presents its own challenges in this transition. Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage examines the multidisciplinary approach of international e-trade as it applies to information technology, digital marketing, digital communication, online reputation management, and different legislation and risks. The content within this publication examines digital advertising, consumer behavior, and e-commerce and is designed for international traders, entrepreneurs, business professionals, researchers, academicians, and students.
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: Aysu Senyuz
Publisher:
ISBN:
Category :
Languages : en
Pages : 116
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Book Description
Feelings and thoughts are inseparable in decision making process. As social beings, individuals frequently integrate their emotions in relation to other people in their consumption choices. In my two dissertation essays, I seek to examine the role of emotions on consumption decisions. In the first essay, I explore the impact of self-transcendent emotion of awe on preferences for limited edition products. Findings across seven studies indicate that awe-eliciting appeals commonly used in the promotion of limited edition products decrease consumer preferences towards those products. This effect is due to reduced feelings of connection for individuals feeling awe in response to the promotion of limited edition products. Furthermore, I demonstrate that the promotion of limited edition products can benefit from awe elicitation, but these effects depend on characteristics of the consumer segment (need for uniqueness) and promotion (presence of cause-related marketing cues) related to the experience of connection. My second essay investigates how romantic maintenance motives affect preferences for utilitarian consumption. Across six studies, including secondary data from the United States Department of Transportation, individuals with a romantic relationship maintenance motive were more likely to engage in utilitarian consumption relative to individuals without such motive. This effect emerges from the temporal focus towards the future for individuals with a romantic maintenance motive. Furthermore, positioning the product for short-term use or highlighting additional services that provide immediate benefits mitigates this effect. In the two essays, I use both lab and field experiments to test my hypotheses, employ both mediation and moderation methods to test the psychological processes, and explore several boundary conditions. I conclude the two essays by outlining their contributions to both theory and marketing practice.
Author: Soares, Ana Maria
Publisher: IGI Global
ISBN: 1799822222
Category : Business & Economics
Languages : en
Pages : 424
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Book Description
Unprecedented changes in consumer shopping habits pose major challenges for retailers who need to consider the multidimensional nature of shopping in order to design and provide engaging consumer experiences. The intersection between in-store and online shopping is also fundamental to meet the fast-changing consumer behavior. Comprehending how environmental and sensory dimensions, leisure, entertainment, and social interactions influence shopper emotions may enhance the shopping experience. Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior is an essential reference source that discusses methods for enhancing the shopping experience in an era of competition among shopping offline- and online-destinations, as well as predicting emerging changes in consumer behavior and shopping destinations and new technologies in retailing. Featuring research on topics such as consumer dynamics, experimental marketing, and retail technology, this book is ideally designed for retail managers, designers, advertisers, marketers, customer service representatives, merchandisers, industry professionals, academicians, researchers, students, and practitioners.
Author: Leonard Berkowitz
Publisher: Cambridge University Press
ISBN: 9780521633635
Category : Family & Relationships
Languages : en
Pages : 270
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Book Description
This book looks at how good and bad feelings arise, and how they can affect thought and actions.
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: S. Ratneshwar
Publisher: Psychology Press
ISBN: 0415316170
Category : Consumer behavior
Languages : en
Pages : 358
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Book Description
In this study, the authors draw from branches of psychology, decision theory, sociology and cultural anthropology to present a diverse selection of critical perspectives on consumer motivation.
