Imej Kulit

Emotions, advertising and consumer choice /

"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...

Penerangan Penuh

Disimpan dalam:
Butiran Bibliografi
Pengarang Utama: Hansen, Flemming, Prof.
Pengarang-pengarang Lain: Christensen, Sverre Riis.
Format: Buku
Bahasa:English
Diterbitkan: [Denmark] : Copenhagen Business School Press, 2007.
Edisi:1st ed.
Subjek-subjek:
Advertising > Psychological aspects.
Consumer behavior.
Penanda-penanda: Tambah Penanda
Tiada Penanda, Jadilah orang pertama menanda rekod ini!
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010 |a  2007476034 
020 |a 9788763001984 (pbk.) 
020 |a 8763001985 (pbk.) 
035 0 |a ocn145733908 
040 |a UUM  |c UUM  |d DLC  |d YDXCP  |d BAKER  |d NLGGC  |d BTCTA  |d OHX 
042 |a lccopycat 
050 0 0 |a HF5415.32  |b .H37 2007 
082 0 0 |a 658.8/342  |2 22 
100 1 |a Hansen, Flemming,  |c Prof. 
245 1 0 |a Emotions, advertising and consumer choice /  |c Flemming Hansen & Sverre Riis Christensen ; with research assistance by Steen Lundsteen. 
250 |a 1st ed. 
260 |a [Denmark] :  |b Copenhagen Business School Press,  |c 2007. 
300 |a 462 p. :  |b ill. ;  |c 23 cm. 
504 |a Includes bibliographical references (p. [431]-462). 
505 0 |a 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. 
520 3 |a "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 authors to cover the behaviour of ordinary individuals in everyday 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."--Jacket. 
650 0 |a Advertising  |x Psychological aspects. 
650 0 |a Consumer behavior. 
700 1 |a Christensen, Sverre Riis. 
988 |a 20080201 
906 |0 OCLC 

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