Successful marketing through emotion research

BOOK TIP In their book, authors Ralf Stürmer and Jennifer Schmidt explain how emotions can influence marketing. They use the results of their study to do so.The power of emotions is now highly valued in marketing. Just a short-term trend? Not at all, according to the authors of this book. They prove this with the latest research and derive possibilities for marketing, advertising and sales from it. In doing so, they combine technical explanations with illuminating examples from practice. Readers with a passion for questionnaires will get their money's worth. And those who are interested in hard facts will enjoy the methods appendix, which describes in detail how the individual tests are carried out - from the tactful attachment of electrodes to the breastbone of female test subjects to image-rich troubleshooting when, for example, ECG curves are overlaid with network noise. getAbstract recommends the book to anyone who is involved in advertising psychology as part of their studies or as a professional. getAbstract rating: 7Practicability: 7Innovation level: 7Style: 7 Publisher: HaufePublication date: 2014Pages: 319ISBN: 9783648048948