Description

Book Synopsis
This book is aimed at readers interested in advanced consumer behaviour theories both graduate students in their final year and practitioners with an MBA or similar background. The book focuses on recent neurological or 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 every-day 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. The book offers a first-time thorough review of contemporary thinking in the field of consumer behaviour and an exhaustive amount of empirical evidence to support the authors'' notion of an emerging paradigm of emotionally-based consumer choice where mental brand equity becomes a central phenomenon.

Emotions, Advertising & Consumer Choice

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    A Paperback / softback by Flemming Hansen, Sverre R Christensen

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      Publisher: Copenhagen Business School Press
      Publication Date: Publication Date: 01/04/2007
      ISBN13: 9788763001984, 978-8763001984
      ISBN10: 8763001985

      Description

      Book Synopsis
      This book is aimed at readers interested in advanced consumer behaviour theories both graduate students in their final year and practitioners with an MBA or similar background. The book focuses on recent neurological or 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 every-day 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. The book offers a first-time thorough review of contemporary thinking in the field of consumer behaviour and an exhaustive amount of empirical evidence to support the authors'' notion of an emerging paradigm of emotionally-based consumer choice where mental brand equity becomes a central phenomenon.

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