کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018610 940355 2008 4 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Book essay on Flemming Hansen and Sverre Riis Christensen (2007), Emotions, advertising and consumer choice
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Book essay on Flemming Hansen and Sverre Riis Christensen (2007), Emotions, advertising and consumer choice
چکیده انگلیسی

Hansen and Christensen discuss a wide range of current issues regarding the role of emotions in consumer behavior as well as measures of advertising effectiveness. The central theme of the book is the elaboration and application of a new tool to measure the emotional constructions that consumers develop for branded fast moving consumer goods. The authors call this measure NERS, which stands for Net Emotional Response Strength. The book appeals to both intermediate and advanced academic readers due to the comprehensiveness of its literature review and the depth of its theoretical developments. The present essay critically comments the contents of the book and then, based on the context provided by the book, discusses in further detail some salient aspects of the role of emotions in consumer choice that deserve special attention. In particular, it is pointed out how some findings from behavioral decision research could improve the conceptualizations offered by Hansen and Christensen.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 61, Issue 9, September 2008, Pages 982–985
نویسندگان
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