The Emotional Power of Marketing

Author: (USA) John
Publisher:
Publish Date: 2004-09-01
Features: Emotion is a decisive force in our lives, the core of most of our significant experiences and memories. It's no wonder that the business and marketing industries have long been leveraging the power of emotion to influence consumers' purchasing impulses and brand loyalty. However, beyond the emotions evoked by an inspiring Nike ad or a touching Hallmark ad lies a less prominent, even somewhat ambiguous, yet profoundly impactful "emotional world." This is an authoritative work on marketing. Two marketing experts describe the power of emotion in marketing from a highly original, entertaining, and anecdotal perspective. Emotion, as the primal force of motivation and persuasion, influences decisions, particularly those related to consumer choices. This book explores the importance of emotion in marketing and consumer experiences. It uses numerous examples to illustrate how various companies leverage emotion to build connections with consumers, develop new products, enhance strategic positioning, and increase brand awareness. The two authors combine core research from multiple scientific fields, highlighting the role of emotions in persuasion, emotion-driven consumer behavior, the process of choice, associationism, the importance of consistency, response prediction, the control of emotional responses, and more. Most importantly, this book delves deeply into the critical role of emotion in fostering brand loyalty. John O'Shaughnessy is an honorary professor at the Columbia University Business School in the USA and a senior visiting scholar at the Judge Institute of Management Studies at the University of Cambridge. Nicholas Jackson O'Shaughnessy is a professor of marketing at Keele University.