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Emotions, Advertising & Consumer Choice
Engelsk Paperback
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Emotions, Advertising & Consumer Choice

Engelsk Paperback

462 kr
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Om denne bog
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.
Product detaljer
Sprog:
Engelsk
Sider:
462
ISBN-13:
9788763001984
Indbinding:
Paperback
Udgave:
ISBN-10:
8763001985
Kategori:
Udg. Dato:
1 apr 2007
Længde:
29mm
Bredde:
157mm
Højde:
230mm
Forlag:
Copenhagen Business School Press
Oplagsdato:
1 apr 2007
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