Emotion and Reason in Consumer Behavior
  

Emotion and Reason in Consumer Behavior

by Butterworth-Heinemann
5.0 out of 5 stars  See all reviews (2 customer reviews)

Price: $10.39
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Product Description

Product Description

Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound academic research at a level students and professionals can understand.

* Provides new insights on an emerging topic
* Uses sound academic research at a level students can understand
* Explores satisfaction as an influence in marketing --This text refers to the Hardcover edition.

Review

"Arjun Chaudhuri offers a thorough review of the important role of emotions in his book entitled 'Emotion and Reason in Consumer Behavior'. The text describes the complex interface between emotion, reason, and subsequent consumer behavior, including the relationship of emotion and reason with other important concepts like involvement, learning, perceived risk, and trust. The Chaudhuri text also offers a complete review of the theoretical underpinnings of emotion, as well as insights regarding measurement. As such, the text provides considerable guidance for academics teaching consumer behavior and/or interested in research areas in which emotional effects are prevalent."
-- Dr. Bill Bearden, Bank of America Chair In Marketing, Moore School of Business, University of South Carolina

"Based on his own extensive research backed by scholarly reviews of the relevant literature, my friend Arjun Chaudhuri has put together an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral, and even reptilian aspects of the human condition in the marketplace. All serious students and practitioners of marketing will find something of interest and relevance in this insightful book's carefully-conceived empirically-grounded account of consumer behavior."
-- Dr. Morris B. Holbrook, Dillard Professor of Marketing, Graduate School of Business, Columbia University

"In Addressing Emotion and Reason in Consumer Behavior, Arjun Chaudhuri hits the "sweet spot" balancing theoretical and practical research. It serves the needs of the academic by synthesizing various theories into a coherent body. Equally, or perhaps more importantly, it provokes the practitioner to a deeper understanding of the processes involved in consumer marketing. Marketers need to read this book."
-- Philip Herr, Senior Vice President, Client Services, Millward Brown

"Emotion is the new frontier for consumer research. The consumer's heart plays as important a role as the consumer's head in making decisions in the market place, but until recently the focus among academic researchers and marketing practitioners has been to focus on the head. Professor Chaudhuri's book is a welcome contribution to understanding the consumer's heart. The book is concise and well written. It will be useful to researchers and practitioners."
-- Dr. David Stewart, Robert E. Brooker Professor of Marketing, the Marshall School of Business, University of Southern California --This text refers to the Hardcover edition.

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6 of 7 people found the following review helpful
5.0 out of 5 stars Great text for Advertising Management May 18, 2006
Format:Hardcover
Those who have tried teaching advertising management know the delicate balance between practice and theory that we would like to maintain. Except for the fact it is altogether too tempting to rely on practice entirely, when you examine the available textbooks. Indeed, popular advertising texts (e.g., Kleppner's Advertising Procedure) are driven by the practical (or the industry point of view) without much attention to scholarly research. At a cursory view, it seems as if that is what students want as well - to have a practitioner with years of experience as an account or creative person to teach advertising management. After all, we who know marketing should stick to the customers' needs and wants! This, though, is lamentable to many consumer behavior researchers who aspire to the ideal confluence of teaching and research in the advertising arena. Simultaneously, business schools should be something more than vocational schools that produce advertising account executives or creative directors. As we know for a fact, they come back to school, yearning for some theoretical knowledge! Especially for the graduate level, you would ideally like to provide solid theoretical grounds on how academic research can systemically contribute to the knowledge base in the advertising world.

Teaching theory-based research with the practical advertising mindset will become much easier with Chaudhuri's new book, Emotion and Reason in Consumer Behavior.
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6 of 7 people found the following review helpful
5.0 out of 5 stars "Emotion in consumer behavior versus old school" April 14, 2006
Format:Hardcover
Having taught at the university level for nine years and managed the account management department of a top 12 advertising agency, I can say that I strongly prefer Dr. Chaudhuri"s new text to past consumer behavior textbooks I have used. The role of emotion in consumer behavior and contemporary advertising has not, in my opinion, been sufficiently addressed in the past, and this new text allows students to use current advertising models to debate emotion/reason roles in today's communication. My students found these new theories interesting and worthy of great discussion. I highly recommend this book for a truly up to date look at consumer behavior in America.
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