Table of Contents

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

About the Author

Flemming Hansen is Professor at the Copenhagen Business School and Ekon.dr. from Lund's University in Sweden. He is the Research Director for CBS/Center for Marketing Communication.He has a background in applied research as an owner of the largest Danish Research Institute, AIM, and later as an advisor for TNS-Gallup Copenhagen. He is a past Vice President for ESOMAR and EMAC, and he is currently President for the European Advertising Association.Flemming Hansen is on the Editorial Board for several international journals, and he has written more than 300 articles in renowned journals and conference proceedings. His work has been published in Journal of Consumer Research, Journal of Marketing Research etc.He is author of: "Consumer Choice Behavior - A Cognitive Theory" 1972 and a long list of books on consumer behaviour, marketing research, advertising, branding etc.Sverre Riis Christensen is an Associate Director of TNS Gallup and holds a Master's degree in marketing and organizational theory from the Copenhagen Business School.Sverre Riis Christensen in his business career from 1974 to 2003 has held a position as Market Research Director in AIM Research. He has been Marketing Manager for the Carlsberg Breweries and Marketing Director for Danish department store chain Magasin du Nord. He has been Managing Director of a web agency (part of DDB) and Managing Director of a PR and communications office (part of WPP) and worked as an independent consultant on strategic marketing issues. From 2003 to 2006 he worked at the CBS/Center for Marketing Communication with research projects concerned with emotional responses. He is author of two books on market research and tactical communication and several articles concerned with emotional responses to sponsorships and politicians. From 2006 he has held his current position as Associate Director at TNS Gallup.

Reviews

"Professor Flemming Hansen, one of the founders of the field of Consumer Behavior, has demonstrated again and again that his writings, teaching and research are on the forefront of knowledge in advertising, marketing and consumer research. In recent years, his work has turned to the critical, but under researched areas of neurological and physiological influences in consumer choice - from brain lateralization to emotions and feelings. In this book together with Sverre Riis Christensen, he is again at the forefront. This monumental project examines the influence of feelings, moods, and emotionally based reactions to advertising, products, brands and hence to consumer choice. This book is must reading for consumer researchers and serious practitioners as well as advanced students of consumer behavior and advertising."Harold H. Kassarjian, Professor Emeritus, UCLA, USA"A most comprehensive and analytic book on the study of emotions in consumer choice validated by empirical research! If you are into brains, brands and behaviors in consumer choices, this book must be on your reference bookshelf!"Professor Jagdish N. Sheth, Professor, Emory University, USA"Hansen and Christensen provide a provocative and fascinating view of the role of emotion in consumer choice and advertising. Ranging from early work on feelings to the most recent work in neuropsychology on emotion, they present a compelling rationale for going beyond cognitive choice models and document the central role of emotions in consumer responses to the marketplace. They develop an important new tool for measuring positive and negative emotional response tendencies and give specific examples of the insights these measures can provide. This book is must reading for both academics and practitioners interested in how consumers react emotionally to brands and advertising".James R. Bettman, Professor, Duke University, USA"This intellectually-accessible book covers the mental processing of marketing communications, especially the recently-recognized role of emotion in this processing. This is a work of clinical neurologists extending and enriching the more familiar psychological theories. The book discusses persuasively the implications of this emerging knowledge for research into advertising effects: an enterprise of enormous - and growing - importance. The book should be of great value to students and practitioners."John Philip Jones, Professor, Syracuse University, USA"The authors of this book are to be applauded for bringing together in one place so much important, relevant theory and understanding of the role emotion plays in advertising and other marketing communications. In addition to the latest neurological work on emotion, a real bonus is the historical context with which consumer behaviour theory and early notions of how advertising 'works' are presented, and then shown to logically lead to our understanding of how emotion informs the way in which advertising is processed. Importantly, all of this is then applied. We have here a significant contribution to the field, one for anyone interested in the vital role emotion plays in effective marketing communications. This is a book that should be welcomed by academics, students, and practitioners alike."Dr. Larry Percy, Marketing and Communication Consultant, USA"Fleming Hansen is renowned in the field of consumer behaviour for his groundbreaking approaches to cognitive decision processes. Now he has advanced the field once again with his focus on the role of emotions in consumer decision-making. His introduction of brain scan experiments is at the cutting edge of new knowledge in consumer behaviour."Thomas S. Robertson, Professor, Emory University, USA