Emotions, advertising and consumer choice (Heftet)



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Forfatter: og
Innbinding: Heftet
Utgivelsesår: 2007
Antall sider: 462
Forlag: Universitetsforlaget
Språk: Engelsk
ISBN/EAN: 9788215011844
Kategori: Markedsføring
Omtale: Emotions, advertising and consumer choice
This book 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 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. 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.

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