The Marketing Power of Emotion - resenha crítica

Sobre o microbook

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.

Mais livros em

Eu sou, eu posso!

Paulo de Paula

Go Pro: 7 Passos Para Se Tornar Um Profissional do Marketing de Rede

Eric Worre

Cartas a um jovem terapeuta

Contardo Calligaris

Como pensar e viver melhor

Rolf Dobelli

Marketing Boca a Boca

Jerry R. Wilson

Contos para garotos que sonham em mudar o mundo

G. L. Marvel

Ansiedade em tempos de coronavírus: o retorno pós-quarentena

Adriana de Araújo

Muito Além de Marte e Vênus

John Gray

Seu Sonho Tem Futuro

Candice Pascoal

A Arte da Negociação

Michael Wheeler