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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.
Table of 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
What People are Saying About This
John and Nicholas show a rare ability to navigate a diverse spectrum of fields - from psychology to philosophy, from sociology to semiotics.
these vantage points, they bury the outmoded view of the consumer as a
computer-like rational decision maker; give birth to a new conception
more human consumer; provide wonderful examples from advertising; and
deliver excellent expositions of such current marketing themes as
brand loyalty, and brand equity.
Dillard Professor of Marketing Graduate School of Business Columbia University
The best marketers have always known instinctively that emotions-and not rational benefits-are what drives brand loyalty, longevity and profits.
What's wonderful about this book is that it takes us past common
into territory where we examine emotion's central role from all sides,
understand the influences and triggers, and come away with a more
appreciative eye for that part of our job that sometimes looks like
Chairman and CEO Ogilvy & Mather Worldwide