The Marketing Power of Emotion
Paperback: 288 pages
Data: December 26, 2002
Format: PDF
Description: "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 wisdom 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 mere alchemy."
Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide "John and Nicholas show a rare ability to navigate a diverse spectrum of fields - from psychology to philosophy, from sociology to semiotics. Bridging these vantage points, they bury the outmoded view of the consumer as a computer-like rational decision maker; give birth to a new conception of a more human consumer; provide wonderful examples from advertising; and deliver excellent expositions of such current marketing themes as branding, brand loyalty, and brand equity.
Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide "John and Nicholas show a rare ability to navigate a diverse spectrum of fields - from psychology to philosophy, from sociology to semiotics. Bridging these vantage points, they bury the outmoded view of the consumer as a computer-like rational decision maker; give birth to a new conception of a more human consumer; provide wonderful examples from advertising; and deliver excellent expositions of such current marketing themes as branding, brand loyalty, and brand equity.
" Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University "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
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