Emotions, Advertising and Consumer Choice

Emotions, Advertising and Consumer Choice

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qEmotions, 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.q--BOOK JACKET.On the one hand, the growing realisation of the problems inherent in exploring consumer choice and advertising effects ... professor), Birgitte Tufte (doctoral degree in Pedagogy, professor), Lars Gronholdt (PhD, professor), Larry Percy ( PhD, anbsp;...

Title:Emotions, Advertising and Consumer Choice
Author: Flemming Hansen, Sverre Riis Christensen
Publisher:Copenhagen Business School Press DK - 2007

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