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MARC 21

Emotions, advertising and consumer choice /
Tag	Description
001	$ 441154
007	$ t
008	$ 181120s2007 dk a u000 u eng d
020	$a9788763001984$q(Norway)
020	$a9789147087655$q(Sweden)
020	$a9788763001984$q(Rest of the world)
100	$aHansen, Flemming,$d1938-2010$eautore
245	$aEmotions, advertising and consumer choice /$cFlemming Hansen & Sverre Riis Christensen ; with research assistance by Steen Lundsteen, MSc.$hLibro
250	$aFirst edition
264	$a[Copenhagen] :$bCopenhagen Business School Press,$c2007
300	$a462 pagine :$billustrazioni ;$c23 cm
504	$aBibliografia: pagine [431]-462
520	$aThis 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
650	$aPubblicità$xAspetti psicologici
650	$aConsumatori$xPsicologia
700	$aChristensen, Sverre Riis$eautore
700	$aLundsteen, Steen$econsulente
852	$m37-C-7235$xS