The Marketing Power of Emotion

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Oxford University Press, 2002 M12 26 - 288 páginas
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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Contenido

The Scope of Emotion in Marketing
3
Value Systems Emotive Stimuli and Appraisal
35
Beliefs and Wishes
71
Emotional Responses
119
Predicting Changing and Influencing Emotional Responses
151
Branding and Emotion
179
Emotion in Building Brand Equity
209
Notes
247
Index
261
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Página 161 - Come I to speak in Caesar's funeral. He was my friend, faithful and just to me : But Brutus says, he was ambitious ; And Brutus is an honourable man. He hath brought many captives home to Rome, Whose ransoms did the general coffers fill : Did this in Caesar seem ambitious ? When that the poor have cried, Caesar hath wept : Ambition should be made of sterner stuff : Yet Brutus says, he was ambitious ; And Brutus is an honourable man.
Página 43 - Ask not what your country can do for you but rather what you can do for your country".
Página 43 - I mentioned earlier that in the late war propaganda appeals to defend our comforts and privileges would have been rejected as uninspiring but that appeals to defend the rights of all men to freedom and equality obtained the required response, at least in all but the depraved and cynical. I now suggest that they did so because they accorded with our decisions about these ultimate social values.
Página 43 - I will plunge, and say that value utterances are more like records of decisions than propositions*. To assert that " Freedom is better than slavery " or " All men are of equal worth " is not to state a fact but to choose a side.
Página 5 - The extent to which the need to undertake even an apparently simple and straightforward piece of mathematics could induce feelings of anxiety, helplessness, fear and even guilt in some of those interviewed was, perhaps, the most striking feature of the study.
Página 4 - Most simply, emotions matter because if we did not have them nothing else would matter. Creatures without emotion would have no reason for living nor, for that matter, for committing suicide . . . Emotions are the stuff of life.
Página 63 - People (and rats) find the most interest in situations that are neither completely strange nor entirely known - where there is novelty to be explored, but where similarities and programs remembered from past experience help guide the exploration. Nor does creativity flourish in completely unstructured situations. The almost unanimous testimony of creative artists and scientists is that the first task is to impose limits on the situation if the limits are not already given.
Página 26 - It would take a heart of stone not to laugh at the death of Little Nell," Oscar Wilde said of Dickens, but no such judgment has yet been made of the extinguishing of Charlie Gordon.
Página 197 - They Laughed When I Sat Down At the Piano But When I Started to Play h ÄTHUR had just played "The Rosary.

Acerca del autor (2002)

John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele University in the United Kingdom.

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