The marketing power of emotion /
John O'Shaughnessy, Nicholas Jackson O'Shaughnessy.
- Oxford ; New York : Oxford University Press, c2003.
- vi, 274 p.: ill ; 24 cm.
Includes bibliographical references (p. [247]-260) and index.
Machine generated contents note: 1 The Scope of Emotion in Marketing, 3 --2 Generating Emotion: Value Systems, Emotive Stimuli, and Appraisal, 35 --3 Generating Emotion: Beliefs and Wishes, 71 --4 Generating Emotion: Emotional Responses, 119 --5 Predicting, Changing, and Influencing Emotional Responses, 151 --6 Branding and Emotion, 179 --7 Emotion in Building Brand Equity, 209 --Notes, 247 --Index, 261.