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Consumer Experiences and Emotion Management

Avinash Kapoor (author)

ISBN: 9781606496466

Publication Date: Jul 2015

Format: Paperback

Examines the different elements of emotion, evidence of how emotions govern and organize consumer life, and emotion and individual functioning, including consumer psychological experiences through facial expressions, inner feelings and feedback.
£11.95

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Emotions can organize cognitive processes or disorganize them, be active or passive, lead to adaptation, or maladaptation. Consumers may be conscious of their emotions or may be motivated by unconscious emotions. The emotions in combined form with different intensities have an adaptive significance in consumers' life. Further, the challenges that marketers and researchers face in today's global markets are to understand the expression of the emotions or consumer emotional experience.

The purpose of this book is to emphasize the value of emotions and explore mental behavioral and emotional dimensions that affect consumers of all age groups, societies, and cultures. This book is an excellent reference for students, executives, marketers, researchers, and trainers. It includes the different elements of emotion, evidence of how emotions govern and organize consumer life, and emotion and individual functioning, including psychological disorders and well being.
Pages 120
Date Published 30 Jul 2015
Publisher Business Expert Press
Subject/s Illness & addiction: social aspects   Behavioural economics  
Avinash Kapoor is the professor of marketing at the Management Development Institute, Gurgaon, Haryana, India. His research focuses on consumer perceptions, consumer attitude, consumer emotion and experiences, digital marketing. He has published several papers books on various themes like Marketing Research, Branding and Sustainable Competitive Advantage, Building Virtual Presence, Marketing Management, Dynamics of Consumer Perception in Social Marketing, and Consumer Emotions and Experience Management. Professor Kapoor has been providing consulting, and training to several senior executives from public and private domains.

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