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

Business & Money

O'Shaughnessy, John

O'Shaughnessy, Nicholas Jackson

Management & Leadership

Oxford University Press

In a world of near-boundless suspicion of politics and the media, why do politicians still exploit the familiar techniques of propaganda? And why are we so vulnerable to their inscrutable allure? In Politics and Propaganda Nicholas O'Shaughnessy shows us why propaganda continues to be one of the prime movers of human history. O'Shaughnessy, renowned author, scholar, and founder of the cutting-edge field of political marketing, explores one of the most-studied but least-understood aspects of civilized society. His comprehensive study of rhetoric, myth, and symbol explains both the evolution of propaganda and its continued success in the modern and post-modern eras. The result is an elegantly argued analysis that draws on a veritable encyclopedia of examples to explain the persistent appeal of disinformation in an age of high media literacy and intense political and social skepticism. 
Nicholas Jackson O'Shaughnessy is Professor of Marketing at the University of Keele (UK) and a member of that university's Center for Political Marketing. He is a Fellow of Hughes Hall, Cambridge, and an Elected Fellow of the Royal Society for the Encouragement of Arts, Manufactures, and Commerce. Professor O'Shaughnessy is also the author of numerous well-known books on aspects of political marketing.

Politics and Propaganda: Weapons of Mass Seduction

Politics & Social Sciences

Politics & Government

University of Michigan Press

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Books by O'Shaughnessy, Nicholas Jackson