Overview

Emotions can organize cognitive processes or disorganize them, be active or passive, lead to adaptation or maladaptation. Consumers may be conscious of their emotions or may be motivated by unconscious emotions. The emotions in combined form with different intensities have an adaptive significance in consumers' life. Further, the challenges that marketers and researchers face in today's global markets are to understand the expression of the emotions or consumer emotional experience. The purpose of this book is to emphasize the value of emotions and explore mental behavioral and emotional dimensions that affect consumers of all age groups, societies, and cultures. This book is an excellent reference for students, executives, marketers, researchers, and trainers. It includes the different elements of emotion, evidence of how emotions govern and organize consumer life, and emotion and individual functioning, including psychological disorders and well being.

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Avinash Kapoor is a professor of marketing at MDI, Gurgaon, and the author of Consumer Experiences and Emotion Management. Ever since Adam Lofbomm pressed Record on his Fisher-Price recorder back in 1984, he's been bringing worlds to life in words. Over the years, his passion for language inspired him to read broadly, write extensively, speak publicly, perform on-stage and on-camera, but when he stepped into the vocal booth for his first narration job in Seoul, Korea, back in 2006, all those many pieces just clicked into place. He realized then and there that voice acting was what he was made to do. Over the last eleven years working as a professional voice-over actor, Adam has had the great fortune to collaborate with some of the best publishers and organizations in the world. Whether or not Malcolm Gladwell was right when he said that ten-thousand hours will make you world-class at something, Adam did stop counting after he surpassed that milestone in 2016.

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