"Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experimen

How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emot

Publisher Description

ÔA structured, scientific approach to the study of emotional responses that is of interest to both managers and consumers. For marketing managers, this book pr

The paper is concerned with the measurement of emotions and the study of the role of emotions in consumer choice. Contemporary neurological findings suggest tha