Overview:Emotions and Consumption Behaviour - This stimulating book scrutinizes how emotions function in consumers, from both a psychological and a managerial perspective. It demonstrates how gratitude, happiness, guilt, anger, pride and sadness determine different post-consumption behaviours such as positive and negative word of mouth, repurchase intention and complaint behaviour. The emotional side of consumption seems to play an essential role in explaining choices made and actions taken by consumers. Isabella Soscia explores the cognitive antecedents and the action tendencies of happiness and unhappiness and social emotions such as guilt and pride, anger and gratitude are analysed. The book will equip managers with conceptual tools and managerial guidance either to prevent certain emotions from arising in consumers or to generate desired emotions in consumers and so to inhibit or promote appropriate actions. Using empirical examples, Isabella Soscia demonstrates that different emotions predict specific different types of post-consumption behaviours and that cognitive antecedents specified in the psychology literature elicit them. Emotions and Consumption Behaviour will prove invaluable for consumer behaviour scholars and marketing scholars. Students will find the examples and short case-study descriptions that clarify the theoretical content illuminating. As each of the emotions analysed has different managerial implications, marketing managers, and brand and product managers as well as advertising managers will find that this book helps them to design marketing strategy.
This book is on page /88f0ff300130a9332bf7ee8997e69000/book/1603728447-9780857937964. It was written by the following authors: Isabella Soscia. Book Emotions and Consumption Behaviour, which can be read online, published by the company: Edward Elgar Publishing Ltd. Other books on similar topics can be found in sections: Law, Finance, Business. The book was published on 2013-04-30 00:00:00. It has 160 pages and is published in Hardback format and weight g. File for download Emotions and Consumption Behaviour has PDF format and is called emotions-and-consumption-behaviour.pdf. Other books you can download below. Our nottedeiricercatoriaq.it site is not responsible for the content of PDF files.
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