The Marketing Power of Emotion

Hardcover | November 15, 2002

byJohn OShaughnessy, Nicholas Jackson OShaughnessy

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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 theobvious 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 ofthe 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 connectwith 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 consumersdevelop 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 executivesand 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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From the Publisher

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 theobvious emotions evoked by an inspirational ...

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.

other books by John OShaughnessy

Why People Buy
Why People Buy

Paperback|Dec 1 1989

$35.83

Format:HardcoverDimensions:288 pages, 6.18 × 9.29 × 1.18 inPublished:November 15, 2002Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195150562

ISBN - 13:9780195150568

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Table of Contents

1. The Scope of Emotion in Marketing2. Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal3. Generating Emotion: Beliefs and Wishes4. Generating Emotion: Emotional Responses5. Predicting, Changing, and Influencing Emotional Responses6. Branding and Emotion7. Emotion in Building Brand EquityNotesIndex

Editorial Reviews

"John and Nicholas O'Shaughnessy...have produced a systematic, clearly written exposition of the role played by emotion in marketing and consumer behavior."--Journal of Macromarketing