Emotions, Advertising and Consumer Choice

Abstract

ForewordPart I - Emotions in Consumer ChoiceChapter 1: The Origin of Consumer Choice Theory1. Marketing Theory2. Early Consumer Behaviour Research3. Consumer Behavior as a Discipline4. The Content of the Present Book5. The Aim of the BookOverviewChapter II: Consumer Behaviour and CognitionsA Consumer BehaviourB Consciousness and Cognition1. Cognitive Consumer Choice Models2. Decision Processes3. The Activated Cognitive Structure4. Multi-Attribute Models5. The Theory of Reasoned Action6. The Theory of Planned Behaviour7. Identifying Choice Criteria8. Non-Compensatory Cognitive ModelsC Limitations of Cognitive Choice ModelsD SummaryCHAPTER III: Affective Information ProcessingA The Role of Affect in Consumer ChoiceB Emotions are Different from FeelingsC Feelings in Consumer Behaviour Research & AdvertisingD Investigating feelingsE CMC EvidenceF SummaryCHAPTER IV: Neuroeconomics: Emotions in Contemporary Neuropsychological Theory and in Consumer ChoiceA BackgroundB Memory SystemC Emotions in Consumer Choice BehaviourD NeuroeconomicsE SummaryCHAPTER V: Measuring Emotional Response TendenciesA BackgroundB The ProjectC Testing the PropositionsD Discussion and ConclusionE SummaryCHAPTER VI: Further Evidence on Mental Brand EquityA The Background for the ReplicationB ProcedureC FindingsD The Role of Emotion revisitedE SummaryPART II - Marketing Communication - and EmotionsCHAPTER VII: The Role of AdvertisingA Optimal Marketing StrategyB Different Ways in which Advertising FunctionsC Practical Approaches to Advertising PlanningD Media Group ComparisonsE Campaign ExecutionF Timing of Campaign or SchedulingG SummaryCHAPTER VIII: Econometric Modeling and Short Term Effects of AdvertisingA Approaches to the Study of Advertising EffectsB Short Term EffectsC STAS Measured Through Personal InterviewingD SummaryCHAPTER IX: Medium and Long Term Effects of AdvertisingA Medium Term EffectivenessB Long-Term EffectsC SummaryCHAPTER X: Measuring Advertising's EffectsA The Economic Argument for Testing Advertising and Monitoring its EffectsB Some Important DistinctionsC Modeling the Advertising Effectiveness ProcessD Measurements of Advertising EffectsE Data Collection Techniques in Advertising Effectiveness StudiesF SummaryCHAPTER XI

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