{"product_id":"the-marketing-power-of-emotion","title":"The Marketing Power of Emotion","description":"\u003cp\u003eEmotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly  the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous  even transparent  yet no less influential. In this definitive work  two marketing experts provide a highly original  entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion  emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers  develop new products  improve their strategic position  and increase brand recognition. Synthesizing key research in a variety of scientific fields  the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation  among a host of other topics. Importantly  the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike  as well as all students and scholars of consumer behavior  The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":44965223301173,"sku":"ByrdShop_0195150562","price":50.63,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780195150568_d9ae297a-74cc-4bb7-9596-fdebd4f4d603.jpg?v=1772666327","url":"https:\/\/atxbooks.com\/products\/the-marketing-power-of-emotion","provider":"ATX Books","version":"1.0","type":"link"}