No Motion without Emotion: Getting Started with Hard Facts on a Soft Topic
The power of emotions is evident in almost all areas of marketing and consumer behavior. Consumers often strive for "affect optimization": At the end of the day, they want their emotional balance to be positive. That means products, advertisements and other people - anything that can make...
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| Format: | Article |
| Language: | English |
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Sciendo
2014-05-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2014.6.issue-1/gfkmir-2014-0002/gfkmir-2014-0002.xml?format=INT |