Emotions, advertising and consumer choice /

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"Emotions, Advertising and Consumer Choice focuses on recent neurological and 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 auth...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hansen, Flemming
Otros Autores: Christensen, Sverre Riis
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Denmark] : Copenhagen Business School Press, 2007.
Edición:1st ed.
Temas:
Consumer behavior.
Advertising > Psychological aspects.
Consommateurs > Comportement.
Publicité > Aspect psychologique.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Advertising > Psychological aspects
Consumer behavior
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Ch. I. The origin of consumer choice theory
  • Ch. II. Consumer behaviour and cognitions
  • Ch. III. Affective information processing
  • Ch. IV. Neuroeconomics : emotions in contemporary neuropsychological theory and in consumer choice
  • Ch. V. Measuring emotional response tendencies
  • Ch. VI. Further evidence on mental brand equity
  • Ch. VII. The role of advertising
  • Ch. VIII. Econometric modeling and short term effects of advertising
  • Ch. IX. Medium and long term effects of advertising
  • Ch. X. Measuring advertising's effects
  • Ch. XI. The dynamics of NERS scores : tracking and testing
  • Ch. XII. From emotions to feelings
  • and back
  • Ch. XIII. Concluding remarks.

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