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基本説明
Analyzes the role that emotion plays in the way companies connect with customers.
Full 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. This book provides an account of the marketing power of emotion, complete with references and real-life examples. Emotions, whether it is realized or not, is one of the central factors in our buying behaviour. Emotions energize 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 relevant topics, including the scope of emotion in marketing and how - in response to these - customers make product appraisals. Finally, the volume covers branding and how emotions play a role in consumer loyalty to brands.
Contents
1: The Scope of Emotion in Marketing
2: Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal
3: Generating Emotion: Beliefs and Wishes
4: Generating Emotion: Emotional Responses
5: Predicting, Changing, and Influencing Emotional Responses
6: Branding and Emotion
7: Emotion in Building Brand Equity
Notes
Index