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Friday, February 06, 2009

Emotions, Advertising and Consumer Choice

From the Neuroconnections 2009 meeting. I am running a panel debate on the hopes and threats of work underway today .... I will post a number of position statements and findings this week and next from Cracow.

A new book by Flemming Hansen and Sverre Riis Christensen: Emotions, Advertising and Consumer Choice. Looks to be a worthwhile, will have a copy for review soon.

" ... This book is aimed at readers interested in advanced consumer behaviour theories, both graduate students in their final year and practitioners with an MBA or similar background.

"Emotions, Advertising and Consumer Choice" focuses on recent neurological and psychological in-sights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in every-day life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the im-plications for advertising and other communication testing... ".

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