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| the marketing power of emotion: The Marketing Power of Emotion John O'Shaughnessy, Nicholas Jackson O'Shaughnessy, 2002-12-26 Emotion 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. |
| the marketing power of emotion: The Marketing Power of Emotion John O'Shaughnessy, Nicholas J. O'Shaughnessy, 2023 This work brings together and analyzes the role that emotion plays in the way companies connect with customers, develop new products, improve their strategic positioning, and increase their brand recognition. |
| the marketing power of emotion: The Marketing Power of Emotion John O'Shaughnessy, Nicholas J. O'Shaughnessy, 2003 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 emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description. |
| the marketing power of emotion: The Marketing Power of Emotion Nicholas J. O'Shaughnessy, Nicholas Jackson O'Shaughnessy, 2006-09-01 |
| the marketing power of emotion: Empathetic Marketing Mark Ingwer, 2012-06-08 In today's competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand why customers buy—or don't buy—their products and services. Only by understanding the whys can companies grow their business and develop loyal customers. In Empathetic Marketing, Dr. Mark Ingwer presents a groundbreaking approach to understanding consumers' core emotional needs. This innovative book provides both the psychological theory underlying consumers' emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace. Empathetic Marketing shows how brands like NPR, Universal Studios, Nivea, and Google perform in-depth analyses of their customers' emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy. As the founding partner at Insight Consulting Group, a global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. Empathetic Marketing provides readers with a deeper understanding of customers' core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders. |
| the marketing power of emotion: The Power of Emotional Marketing: Creating Connection and Loyalty Mayfair Digital Agency, 2021-10-14 The Power of Emotional Marketing: Creating Connection and Loyalty is a captivating eBook that delves into the profound impact of emotional marketing strategies on forging strong connections with consumers and fostering unwavering brand loyalty. Authored by [Author Name], a marketing guru with a deep understanding of consumer psychology, this book unravels the art of tapping into emotions to create memorable brand experiences. Through compelling insights and real-world examples, readers gain valuable knowledge on how to craft authentic and relatable brand narratives that resonate with audiences on a deep emotional level. From evoking empathy to instilling trust, the eBook offers practical techniques for marketers to effectively harness emotions in their campaigns, thereby increasing customer retention and advocacy. Whether you're a seasoned marketer or a business owner aiming to elevate your brand's impact, The Power of Emotional Marketing is an essential guide that will empower you to forge lasting connections with your target audience and thrive in the competitive market. |
| the marketing power of emotion: Passion Branding Neill Duffy, Jo Hooper, 2004-11-19 In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role. |
| the marketing power of emotion: Emotional Intelligence And Marketing Catherine Prentice, 2019-06-06 This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era. Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions). The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies. Emotional Intelligence makes both employees and customers happy, committed and loyal. Emotional Intelligence makes businesses competitive and sustainable. |
| the marketing power of emotion: The Psychology of Marketing Gerhard Raab, G. Jason Goddard, Alexander Unger, 2016-02-24 This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. |
| the marketing power of emotion: Emotion Marketing: The Hallmark Way of Winning Customers for Life Scott Robinette, Claire Brand, 2001-01-20 To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal: • How emotion works to cement customer loyalty • The 3 Emotional E’s—Equity, Experience, and Energy Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing. |
| the marketing power of emotion: Emotional Branding Marc Gobe, 2010-02-09 Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as shoppers in chief, and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers. |
| the marketing power of emotion: Design for Emotion Trevor van Gorp, Edie Adams, 2012-06-15 Design for Emotion introduces you to the why, what, when, where and how of designing for emotion. Improve user connection, satisfaction and loyalty by incorporating emotion and personality into your design process. The conscious and unconscious origins of emotions are explained, while real-world examples show how the design you create affects the emotions of your users.This isn't just another design theory book – it's imminently practical. Design for Emotion introduces the A.C.T. Model (Attract/Converse/Transact) a tool for helping designers create designs that intentionally trigger emotional responses. This book offers a way to harness emotions for improving the design of products, interfaces and applications while also enhancing learning and information processing. Design for Emotion will help your designs grab attention and communicate your message more powerfully, to more people. - Explains the relationship between emotions and product personalities - Details the most important dimensions of a product's personality - Examines models for understanding users' relationships with products - Explores how to intentionally design product personalities - Provides extensive examples from the worlds of product, web and application design - Includes a simple and effective model for creating more emotional designs |
| the marketing power of emotion: Emotional Value Janelle Barlow, Dianna Maul, 2000-04-01 Today's consumers demand not only services and products that are of the highest quality, but also positive, memorable experiences. This essential guide shows how organizations can leapfrog their competitors by learning how to add emotional value -the economic value of customers' feelings when they positively experience products and services -to their customers' experiences. Janelle Barlow and Dianna Maul, with more than forty years combined experience in the service industry, detail five practices for adding emotional value to customer and staff experiences. |
| the marketing power of emotion: Persuasive Copywriting Andy Maslen, 2015-03-03 We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting. A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy's subsequent research led him to realize that the way people think and feel hasn't changed since the time of cavemen. We make decisions on emotional grounds and rationalize them later. Persuasive Copywriting takes you deep inside customers' brains. You'll learn the relationship between selling and storytelling, and the market-tested techniques that get people to engage with, and be persuaded by, your copy. Use it to modify people's behaviour by tapping into their deepest psychological drives. Gain copywriting confidence: This course-in-a-book explains the neuroscience behind our appetite for stories. It demystifies advanced copywriting skills with examples, exercises and tips. And it helps you hone your skills with easy-to-use tools included in the book, and online... Features 13 real-world case studies; 25 psychological copywriting techniques; 75 practical exercises;125 words and phrases that trigger emotions ;125-question copywriting quiz All help you improve your copywriting skills and perfect the emotion-driven sale. Who should buy Persuasive Copywriting? Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game. Now you can employ this powerful psychological approach. This enjoyable book helps you find the right tone of voice, avoid common copywriting traps and tap into customers' deepest drives. You'll find yourself writing enjoyable, compelling copy that stands out in today's cluttered marketplace. Andy has achieved amazing results for his clients by focusing on stories and their deep connection to customers' needs and wants. With this book by your side, you can too. |
| the marketing power of emotion: Lovemarks Kevin Roberts, 2005-12-01 Ideas move mountains, especially in turbulent times. Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi. Roberts argues vociferously, and with a ton of data to support him, that traditional branding practices have become stultified. What’s needed are customer Love affairs. Roberts lays out his grand scheme for mystery, magic, sensuality, and the like in his gloriously designed book Lovemarks.” —Tom Peters Tom Peters, one of the most influential business thinkers of all time, described the first edition of Lovemarks: the future beyond brands as “brilliant.” He also announced it as the “Best Business Book” published in the first five years of this century. Now translated into fourteen languages, with more than 150,000 copies in print, Lovemarks is back in a revised edition featuring a new chapter on the peculiarly human experience of shopping. The new chapter, Diamonds in the Mine, is an insightful collection of ideas for producers and consumers, for owners of small stores and operators of superstores. So forget making lists! Shopping, says Kevin Roberts, is an emotional event. With this as a starting point, he looks at the history of shopping and how it has changed so dramatically over the last ten years. Using the Lovemark elements of Mystery, Sensuality, and Intimacy, Roberts delves into the secrets of success that can be used to create the ultimate shopping experience. |
| the marketing power of emotion: The Power of Feelings Vivian Dittmar, 2015-11-20 Your Feelings determine who you are and how you live your life. Like most people, you probably spend a lot of time and money trying to create or avoid certain feelings. In order to liberate the true power of your feelings, you need to understand their real purpose. They are the keys to your emotional potential and intelligence. Learn why feelings like anger, sadness, fear and shame are really the key to your clarity, love, creativity, humility and natural authority - and how you can unlock it! |
| the marketing power of emotion: The Secret History of Emotion Daniel M. Gross, 2007-10-15 Princess Diana’s death was a tragedy that provoked mourning across the globe; the death of a homeless person, more often than not, is met with apathy. How can we account for this uneven distribution of emotion? Can it simply be explained by the prevailing scientific understanding? Uncovering a rich tradition beginning with Aristotle, The Secret History of Emotion offers a counterpoint to the way we generally understand emotions today. Through a radical rereading of Aristotle, Seneca, Thomas Hobbes, Sarah Fielding, and Judith Butler, among others, Daniel M. Gross reveals a persistent intellectual current that considers emotions as psychosocial phenomena. In Gross’s historical analysis of emotion, Aristotle and Hobbes’s rhetoric show that our passions do not stem from some inherent, universal nature of men and women, but rather are conditioned by power relations and social hierarchies. He follows up with consideration of how political passions are distributed to some people but not to others using the Roman Stoics as a guide. Hume and contemporary theorists like Judith Butler, meanwhile, explain to us how psyches are shaped by power. To supplement his argument, Gross also provides a history and critique of the dominant modern view of emotions, expressed in Darwinism and neurobiology, in which they are considered organic, personal feelings independent of social circumstances. The result is a convincing work that rescues the study of the passions from science and returns it to the humanities and the art of rhetoric. |
| the marketing power of emotion: Emotion By Design Greg Hoffman, 2022-04-05 Innovative strategies for success from former Nike CMO Greg Hoffman, who had a major hand in crafting Nike’s singular brand and was instrumental in its most high-profile breakthrough campaigns. In EMOTION BY DESIGN, Hoffman shares lessons and stories on the power of creativity drawn from almost three decades of experience within Nike. A celebration of ingenuity and a call-to-arms for brand-builders to rediscover the human element in forming consumer bonds, EMOTION BY DESIGN is an insider’s guide to unlocking inspiration within a brand and building stronger emotional connections with consumers, using Hoffman’s three favorite guiding principles: Creativity is a Team Sport Dare to be Remembered Leave a Legacy, Not Just a Memory Over the course of a twenty-seven-year Nike career—from intern to Chief Marketing Officer—Hoffman led teams in shaping and expressing Nike’s brand voice and identity through storytelling and experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people—quite literally emotion by design. With fascinating stories about Nike’s most famous campaigns, EMOTION BY DESIGN shares Hoffman’s philosophy and principles on how to create an empowering brand that resonates deeply with people by unlocking the creativity within your organization and unleashing it out into the world. |
| the marketing power of emotion: Unnatural Emotions Catherine A. Lutz, 2011-05-04 An outstanding contribution to psychological anthropology. Its excellent ethnography and its provocative theory make it essential reading for all those concerned with the understanding of human emotions.—Karl G. Heider, American Anthropologist |
| the marketing power of emotion: The Emotions Peter Goldie, 2002-08 Peter Goldie opens the path to a deeper understanding of our emotional lives through a lucid philosophical exploration of this surprisingly neglected topic. He illuminates the phenomena of emotion by drawing not only on philosophy but also on literature and science. He considers the roles of culture and evolution in the development of our emotional capabilities. He examines the links between emotion, mood, and character, and places the emotions in the context of such related phenomena as consciousness, thought, feeling, and imagination. He explains how it is that we are able to make sense of our own and other people's emotions, and how we can explain the very human things which emotions lead us to do. A key theme of The Emotions is the idea of a personal perspective or point of view, contrasted with the impersonal stance of the empirical sciences. Goldie argues that it is only from the personal point of view that thoughts, reasons, feelings, and actions come into view. He suggests that there is a tendency for philosophers to over-intellectualize the emotions, and investigates how far it is possible to explain emotions in terms of rationality. Over-intellectualizing can also involve neglecting the centrality of feelings, and Goldie shows how to put them where they belong, as part of the intentionality of emotional experience, directed towards the world from a point of view. Goldie argues that the various elements of emotional experience—including thought, feeling, bodily change, and expression—are tied together in a narrative structure. To make sense of one's emotional life one has to see it as part of a larger unfolding narrative. The narrative is not simply an interpretative framework of a life: it is what that life is. Goldie concludes by applying these ideas in a close study of one particular emotion: jealousy. This fascinating book gives an accessible but penetrating exploration of a subject that is important but mysterious to all of us. Any reader interested in emotion, and its role in our understanding of our lives, will find much to think about here. |
| the marketing power of emotion: Emotion and Narrative Tilmann Habermas, 2019 The way we tell stories influences how others react to our emotions, and impacts how we cope with emotions ourselves. |
| the marketing power of emotion: Psychology of Branding W. Douglas Evans, 2013 This title explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question. |
| the marketing power of emotion: Campaigning for Hearts and Minds Ted Brader, 2020-07-08 It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive enthusiasm ads are in fact more polarizing than negative fear ads. Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today. |
| the marketing power of emotion: Positive Intelligence Shirzad Chamine, 2012 Chamine exposes how your mind is sabotaging you and keeping your from achieving your true potential. He shows you how to take concrete steps to unleash the vast, untapped powers of your mind. |
| the marketing power of emotion: The Magic Power of Emotional Appeal Roy Garn, 1962 |
| the marketing power of emotion: Emotional Governance B. Richards, 2007-10-17 This lucid and original work argues for a new style of political leadership, one which pays deliberate and sophisticated attention to the emotional dynamics of the public. A case study of terrorism, as a highly emotional topic and as a key political issue in many liberal democracies, grounds the book's ideas in today's political landscape. |
| the marketing power of emotion: Mixed Emotions Andrew A. G. Ross, 2013-12-06 In recent years, it’s become increasingly clear that emotion plays a central role in global politics. For example, people readily care about acts of terrorism and humanitarian crises because they appeal to our compassion for human suffering. These struggles also command attention where social interactions have the power to produce or intensify the emotional responses of those who participate in them. From passionate protests to poignant speeches, Andrew A. G. Ross analyzes high-emotion events with an eye to how they shape public sentiment and finds that there is no single answer. The politically powerful play to the public’s emotions to advance their political aims, and such appeals to emotion also often serve to sustain existing values and institutions. But the affective dimension can produce profound change, particularly when a struggle in the present can be shown to line up with emotionally resonant events from the past. Extending his findings to well-studied conflicts, including the War on Terror and the violence in Rwanda and the Balkans, Ross identifies important sites of emotional impact missed by earlier research focused on identities and interests. |
| the marketing power of emotion: Driving Customer Appeal Through the Use of Emotional Branding Garg, Ruchi, Chhikara, Ritu, Panda, Tapan Kumar, Kataria, Aarti, 2017-09-13 The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business. |
| the marketing power of emotion: Emotions Monica Greco, Paul Stenner, 2013-10-31 Are emotions becoming more conspicuous in contemporary life? Are the social sciences undergoing an an 'affective turn'? This Reader gathers influential and contemporary work in the study of emotion and affective life from across the range of the social sciences. Drawing on both theoretical and empirical research, the collection offers a sense of the diversity of perspectives that have emerged over the last thirty years from a variety of intellectual traditions. Its wide span and trans-disciplinary character is designed to capture the increasing significance of the study of affect and emotion for the social sciences, and to give a sense of how this is played out in the context of specific areas of interest. The volume is divided into four main parts: universals and particulars of affect embodying affect political economies of affect affect, power and justice. Each main part comprises three sections dedicated to substantive themes, including emotions, history and civilization; emotions and culture; emotions selfhood and identity; emotions and the media; emotions and politics; emotions, space and place, with a final section dedicated to themes of compassion, hate and terror. Each of the twelve sections begins with an editorial introduction that contextualizes the readings and highlights points of comparison across the volume. Cross-national in content, the collection provides an introduction to the key debates, concepts and modes of approach that have been developed by social scientist for the study of emotion and affective life. |
| the marketing power of emotion: Emotionomics Dan Hill, 2010-10-03 'I believe that 'emotion' is where it's at' Tom Peters For far too long, emotions have been ignored in favour of rationality and efficiency, but breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, much less acted on it. In this fully revised edition, Emotionomics will help you to understand emotions in terms of business opportunities - both in the marketplace and in the workplace. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve competitive advantage. Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management. Emotions matter and Emotionomics will help you to step closer to customers and employees, but step ahead of your competitors. |
| the marketing power of emotion: The Dragonfly Effect Jennifer Aaker, Andy Smith, 2010-09-28 Proven strategies for harnessing the power of social media to drive social change Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book addresses how to harness the incredible power of social media to make a difference. The Dragonfly Effect shows you how to tap social media and consumer psychological insights to achieve a single, concrete goal. Named for the only insect that is able to move in any direction when its four wings are working in concert, this book Reveals the four wings of the Dragonfly Effect-and how they work together to produce colossal results Features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyalty Leverage the power of design thinking and psychological research with practical strategies Reveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States The Dragonfly Effect shows that you don't need money or power to inspire seismic change. |
| the marketing power of emotion: Transforming Gender and Emotion Sookja Cho, 2018-03-08 Illuminates how one folktale serves as a living record of the evolving cultures and relationships of China and Korea |
| the marketing power of emotion: Tracking Wonder Jeffrey Davis, 2021-11-16 Discover how the lost art of wonder can help you cultivate greater creativity, resilience, meaning, and joy as you bring your greatest contributions to life. Beyond grit, focus, and 10,000 hours lies a surprising advantage that all creatives have—wonder. Far from child’s play, wonder is the one radical quality that has led exemplary people from all walks of life to move toward the fruition of their deepest dreams and wildest endeavors—and it can do so for you, too. “Wonder is a quiet disruptor of unseen biases,” writes Jeffrey Davis. “It dissolves our habitual ways of seeing and thinking so that we may glimpse anew the beauty of what is real, true, and possible.” Rich with wisdom, inspiring stories, and practical tools, Tracking Wonder invites us to explore how the lost art of wonder can inspire a life of greater joy, possibility, and purpose. You’ll discover: The six facets of wonder—key qualities to help you cultivate the art of wonder in your work, relationships, and lifeHow wonder can help us fertilize creativity, sustain the motivation to pursue big ideas, navigate uncertainty and crises, deepen our relationships, and moreThe biases against wonder—moving beyond societal and internalized resistance to our inherent giftsWhy experiencing wonder isn’t really about achieving goals—though that happens—but about how we live each dayInspiring stories of people whose experiences of wonder helped them move through the unthinkable to create extraordinary livesPractical exercises, tools, and reflections to help you begin your own practice of tracking wonder A refreshing counter-voice to the exhausting narrative hyper-productivity, Tracking Wonder is a welcome guide for experiencing more meaning and joy in the present moment as you bring your greatest contributions to life. |
| the marketing power of emotion: The Routledge Companion to Global Popular Culture Toby Miller, 2014-12-05 Research on popular culture is a dynamic, fast-growing domain. In scholarly terms, it cuts across many areas, including communication studies, sociology, history, American studies, anthropology, literature, journalism, folklore, economics, and media and cultural studies. The Routledge Companion to Global Popular Culture provides an authoritative, up-to-date, intellectually broad, internationally-aware, and conceptually agile guide to the most important aspects of popular culture scholarship. Specifically, this Companion includes: interdisciplinary models and approaches for analyzing popular culture; wide-ranging case studies; discussions of economic and policy underpinnings; analysis of textual manifestations of popular culture; examinations of political, social, and cultural dynamics; and discussions of emerging issues such as ecological sustainability and labor. Featuring scholarly voices from across six continents, The Routledge Companion to Global Popular Culture presents a nuanced and wide-ranging survey of popular culture research. |
| the marketing power of emotion: Emotions Matter Alan Hunt, Kevin Walby, Dale Spencer, 2012-01-01 The chapters comprising this edited volume originate from a workshop organized at Carleton University in May of 2009--Introd. |
| the marketing power of emotion: Emotion-Based Approaches to Personnel Management: Emerging Research and Opportunities Fazzin, Sara, 2019-02-15 Organizations have traditionally focused on competitive advantage strategies to improve their companies. However, new research points to the evaluation of employees’ thoughts and emotions in the workplace in order to help shape organizational culture in a way that could react, adapt, and evolve to external changes with speed and efficiency. Emotion-Based Approaches to Personnel Management: Emerging Research and Opportunities provides conceptual frameworks, analysis, and discussion of the issues concerning organizational behavior through the lens of organizational culture and emotions. The content within this publication examines diversity, consumer behavior, and emotional intelligence and is designed for managers, human resources officers, business professionals, academicians, students, and researchers. |
| the marketing power of emotion: Loveworks Brian Sheehan, 2013-05-28 In 2004 Kevin Roberts wrote Lovemarks: the future beyond brands. It was admired by many as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers, and consumers. While many companies were using the language of war in their marketing (target, penetrate, ambush), Roberts was using the language of love (mystery, sensuality, intimacy). He explained in simple terms what people are often loath to admit: we make decisions with our emotions over our reason. Lovemarks described the journey by which brands could move from consumer respect based on intellect, to consumer love based on emotion—and in return gain loyalty beyond reason. In 2010 Advertising Age magazine named Lovemarks one of their ideas of the decade, while noting that the roadmap for brands to achieve Lovemark status was still not entirely clear. Loveworks: How the world's top marketers make emotional connections to win in the marketplace adds to the original Lovemarks by showcasing real-world business examples and outlining the roadmaps followed by several world-renowned brands to achieve Lovemark status: Procter & Gamble, Toyota, Visa, General Mills, Miller, T-Mobile, and Lenovo are just a few examples of businesses winning in the marketplace through the application of the Lovemarks theory, maintaining laser-like focus on making and sustaining emotional connections with consumers. Loveworks features 20 case stories from clients and markets worldwide in widely varying categories. My book shows that Lovemarks thinking works—anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass, says Brian Sheehan. |
| the marketing power of emotion: Mind-Society Paul Thagard, 2019-01-30 How do minds make societies, and how do societies change? Paul Thagard systematically connects neural and psychological explanations of mind with major social sciences (social psychology, sociology, politics, economics, anthropology, and history) and professions (medicine, law, education, engineering, and business). Social change emerges from interacting social and mental mechanisms. Many economists and political scientists assume that individuals make rational choices, despite the abundance of evidence that people frequently succumb to thinking errors such as motivated inference. Much of sociology and anthropology is taken over with postmodernist assumptions that everything is constructed on the basis of social relations such as power, with no inkling that these relations are mediated by how people think about each other. Mind-Society displays the interdependence of the cognitive and social sciences by describing the interconnections among mental and social mechanisms, which interact to generate social changes ranging from marriage patterns to wars. Validation comes from detailed studies of important social changes, from norms about romantic relationships to economic practices, political institutions, religious customs, and international relations. This book belongs to a trio that includes Brain-Mind: From Neurons to Consciousness and Creativity and Natural Philosophy: From Social Brains to Knowledge, Reality, Morality, and Beauty. They can be read independently, but together they make up a Treatise on Mind and Society that provides a unified and comprehensive treatment of the cognitive sciences, social sciences, professions, and humanities. |
| the marketing power of emotion: Emotions and Fieldwork Sherryl Kleinman, Martha A. Copp, 1993 The place of emotions in research poses many dilemmas. Ignoring emotions can have significant costs for analysis and for competence as researchers. This volume explores the links between emotion and analysis: how the feelings of fieldworkers - about their professional identity, their work and the people they study - inform analyses. The conclusion offers an extended example from one of the authors' field studies to highlight how the emotions of the fieldworkers can enhance qualitative analyses. |
| the marketing power of emotion: Foundations and Applications of Indian Psychology Cornelissen, Varma, Misra, 2013 Venturing into the widely under-explored area of Indian Psychology, this book provides coverage of the origins, scope and development in this area. The twenty-six essays in this book cover a broad spectrum of topics in Psychology and link mainstream topics that are taught in General Psychology with Indian thought. It has several renowned contributors who have covered Indian psychology's links with Yoga, Buddhism, Ayurveda, Veda and Sufi traditions. The book covers some of the most important areas that have emerged in modern psychology and will be of great value to students and teachers alike. |
What is Marketing? — The Definition of Marketing — AMA
Definition of Marketing Research. Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and …
Guide to Types of Marketing: Strategies, Techniques, and Tactics …
Nov 21, 2024 · Marketing strategy: This foundational element outlines your business goals and the approach to achieve them. A well-defined strategy aligns all marketing activities, …
Marketing vs. Advertising - American Marketing Association
Accordingly, global marketing enables these companies to employ a unified strategy to reach customers at the local, regional, national and international levels at the same time. …
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Marketing Industry Stats and Information - American Marketing …
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Nov 20, 2024 · Strategic marketing is a focused approach that aligns every marketing move with big-picture business goals, aiming to build a lasting competitive edge. Unlike traditional …
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AMA Professional Certified Marketer® - American Marketing …
The American Marketing Association offers professional marketing certifications in digital marketing, marketing management and content marketing. Our digital marketing certifications …
What is Marketing? — The Definition of Marketing — AMA
Definition of Marketing Research. Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and …
Guide to Types of Marketing: Strategies, Techniques, and Tactics …
Nov 21, 2024 · Marketing strategy: This foundational element outlines your business goals and the approach to achieve them. A well-defined strategy aligns all marketing activities, preventing …
Marketing vs. Advertising - American Marketing Association
Accordingly, global marketing enables these companies to employ a unified strategy to reach customers at the local, regional, national and international levels at the same time. Relationship …
An Overview of Marketing - American Marketing Association
Course Overview Marketing is vital to the success of an organization in today’s competitive world. This course introduces marketing, the marketing mix (the Four Ps), the strategic importance of …
Marketing vs. Promotion: Key Differences and How They Impact …
Nov 21, 2024 · Marketing is all about the long game—building brand value and nurturing customer relationships over time. Promotion, on the other hand, is a quick push for immediate results. …
Marketing Industry Stats and Information - American Marketing …
On average, marketing budgets make up 10% of overall company budgets. Marketing makes up a higher portion of the budget for B-to-C companies versus B-to-B, and for companies with lower …
What is Strategic Marketing? Definition, Importance, and Key …
Nov 20, 2024 · Strategic marketing is a focused approach that aligns every marketing move with big-picture business goals, aiming to build a lasting competitive edge. Unlike traditional …
The Four Ps of Marketing - American Marketing Association
Jul 12, 2022 · What Are the Four Ps of Marketing? Marketing is the activity, set of institutions, or processes for creating, communicating, delivering, and exchanging offerings that have value for …
What is Digital Marketing? - American Marketing Association
Affiliate Marketing — Affiliate marketing is a performance-based exercise that enables revenue sharing and pay-per-sale (PPS) compensation within a common network. Content Marketing — …
AMA Professional Certified Marketer® - American Marketing …
The American Marketing Association offers professional marketing certifications in digital marketing, marketing management and content marketing. Our digital marketing certifications …
