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9780195150568

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"""The best marketers have always known instinctively that emotions--and not rational benefits--are what drives brand loyalty, longevity and profits. What's wonderful about this book is that it takes us past common wisdom into territory where we examine emotion's central role from all sides, understand the influences and triggers, and come away with a more appreciative eye for that part of our job that sometimes looks like mere alchemy."" Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide ""John and Nicholas show a rare ability to navigate a diverse spectrum of fields - from psychology to philosophy, from sociology to semiotics. Bridging these vantage points, they bury the outmoded view of the consumer as a computer-like rational decision maker; give birth to a new conception of a more human consumer; provide wonderful examples from advertising; and deliver excellent expositions of such current marketing themes as branding, brand loyalty, and brand equity. "" Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University ""John and Nicholas O'Shaughnessy...have produced a systematic, clearly written exposition of the role played by emotion in marketing and consumer behavior.""--Journal of Macromarketing ""John and Nicholas show a rare ability to navigate a diverse spectrum of fields--from psychology to philosophy, from sociology to semiotics. Bridging these vantage points, they bury the outmoded view of the consumer as a computer-like rational decision maker; give birth to a new conception of a more human consumer; provide wonderful examples from advertising; and deliver excellent expositions of such current marketing themes as branding, brand loyalty, and brand equity.""--Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University ""The best marketers have always known instinctively that emotions--and not rational benefits--are what drives brand loyalty, longevity and profits. What's wonderful about this book is that it takes us past common wisdom into territory where we examine emotion's central role from all sides, understand the influences and triggers, and come away with a more appreciative eye for that part of our job that sometimes looks like mere alchemy.""--Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide ""John and Nicholas O'Shaughnessy...have produced a systematic, clearly written exposition of the role played by emotion in marketing and consumer behavior.""--Journal of Macromarketing"

Although this volume will be of interest to marketing theorists and students of consumer behaviour, I have no hesitation in recommending it to business executives and marketing practitioners. Economic Outlook & Business Review The volume is structured in a way that allows a comprehensive range of ideas, themes and marketing examples to be presented in an interesting and very readable format. Economic Outlook & Business Review The marketing significance of emotion and how it can be used to influence consumer decision-making is comprehensively presented in this volume. Economic Outlook & Business Review

The best marketers have always known instinctively that emotions--and not rational benefits--are what drives brand loyalty, longevity and profits. What's wonderful about this book is that it takes us past common wisdom into territory where we examine emotion's central role from all sides, understand the influences and triggers, and come away with a more appreciative eye for that part of our job that sometimes looks like mere alchemy. Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide John and Nicholas show a rare ability to navigate a diverse spectrum of fields - from psychology to philosophy, from sociology to semiotics. Bridging these vantage points, they bury the outmoded view of the consumer as a computer-like rational decision maker; give birth to a new conception of a more human consumer; provide wonderful examples from advertising; and deliver excellent expositions of such current marketing themes as branding, brand loyalty, and brand equity. Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University John and Nicholas O'Shaughnessy...have produced a systematic, clearly written exposition of the role played by emotion in marketing and consumer behavior. --Journal of Macromarketing John and Nicholas show a rare ability to navigate a diverse spectrum of fields--from psychology to philosophy, from sociology to semiotics. Bridging these vantage points, they bury the outmoded view of the consumer as a computer-like rational decision maker; give birth to a new conception of a more human consumer; provide wonderful examples from advertising; and deliver excellent expositions of such current marketing themes as branding, brand loyalty, and brand equity. --Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University The best marketers have always known instinctively that emotions--and not rational benefits--are what drives brand loyalty, longevity and profits. What's wonderful about this book is that it takes us past common wisdom into territory where we examine emotion's central role from all sides, understand the influences and triggers, and come away with a more appreciative eye for that part of our job that sometimes looks like mere alchemy. --Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide John and Nicholas O'Shaughnessy...have produced a systematic, clearly written exposition of the role played by emotion in marketing and consumer behavior. --Journal of Macromarketing

Author Information

John O'Shaughnessy is professor emeritus of business at Columbia University and is currently Senior Associate of the Judge Institute of Management Studies at Cambridge University. He has authored ten books on management and marketing. Nicholas O'Shaughnessy is Professor of Marketing at the Keele University in the United Kingdom.

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