Consumer Happiness: Multiple Perspectives

ISBN: 9789813363731
Код товара 127947

Dutta Tanusree, Mandal Manas Kumar

Consumer Happiness: Multiple Perspectives

Consumer Happiness: Multiple Perspectives

ISBN: 9789813363731
Код товара 127947

18 479 ₽

Доставка под заказ

Если Вы закажете книгу до 08.10.2022, то мы привезём её ориентировочно 14.11.2022.

  • Автор

    Dutta Tanusree, Mandal Manas Kumar

  • Издатель

    Springer

  • Тип обложки

    Hardcover

  • Размеры

    23.39 x 15.60 x 1.75 cm

  • Год издания

    2021

  • Вес (г)

    593

  • ISBN

    9789813363731

  • Язык

    ENG

  • Кол-во страниц

    285

О чём книга?

This book helps quench the quest of knowledge of academicians, researchers, and others interested in developing a complete and critical understanding of consumer happiness. The relentless search of happiness by humans is sought in different ways. Scientific discussion on happiness for long was considered a forte of Philosophers.

Other disciplines seldom delved into this. But today not only science but neuroscience, marketing, and other varied fields have started delving into it and have developed a keen interest. The book has been conceptualized on this line of thinking and thus divided into two parts.

The first part is customized towards understanding various perspectives of happiness and the relative importance of knowing the same. The first chapter of this section is on the biological perspective of happiness. The second is titled 'Behavioural perspective'.

The third chapter is an attempt to elucidate the cultural perspective of the concept of happiness. The fourth is on the role of technology in inducing happiness. Fifth and sixth are on theories of happiness and measuring happiness, respectively.

Knowledge about the different perspective and theories has a wide range of benefits. It informs us about how the brain works, interprets, and reacts. This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers.

The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective, i.e. keeping consumer happy. This segment has ten chapters.

The first is on differentiating the concept of happiness from satisfaction. The second is on sensory marketing and happiness. The third deals with the store design and shelving of products to generate happiness.

Fourth and fifth chapters relate to persuading the consumers. While the fourth chapter is on developing persuasive messages and the fifth is on subliminal messaging sixth chapter is on pricing and seventh on advertising. The eighth chapter highlights the role of emotions and the ninth is on the different factors that induce happiness in consumers.

The last chapter is about raising some unanswered questions and food for thought for readers. Together the contents of the book make for a complete understanding of the concept of happiness and how it is shaping the world of marketing. Addressing the 'what' and 'how' of consumer happiness in the same book makes the book comprehensive.




Похожие книги
Wild and exotic animal ophthalmology
изд. 2022

Wild and exotic animal ophthalmology

  • ENG
  • изд. 2022
This Volume 2 of a two-volume work is the first textbook to offer a practical yet comprehensive approach to clinical ophthalmology in wild and exotic mammals. A phylogenetic approach is used to introduce the ecology and importance of vision across the entire diversity of mammal species before focus...
15 971 ₽
Prime Ministers in Europe: Changing Career Experiences and Profiles
изд. 2022

Ferdinand M'ller-Rommel, Michelangelo Vercesi, Jan / Фердинанд Мюллер-Роммель Prime Ministers in Europe: Changing Career Experiences and Profiles

  • изд. 2022
This book examines the changes in the career experiences and profiles of 350 European prime ministers in 26 European democracies from 1945 to 2020. It builds on a theoretical framework, which claims that the decline of party government along with the increase of populism, technocracy, and the presi...
11 549 ₽
Applied pathophysiology 4e int ed
изд. 2022

Nath, Judi Braun, Carie / Джуди Нат Applied pathophysiology 4e int ed

  • ENG
  • изд. 2022
Presenting pathophysiology through the lens of body function, Applied Pathophysiology: A Conceptual Approach, 4th Edition, goes beyond memorization of facts to give students a thorough understanding of altered human function and a practical framework for applying concepts in clinical settings. By helping...
4 400 ₽
Essentials of Medical Microbiology
изд. 2021

S Apurba Sastry, Sandhya Bhat / С. Апурба Састри Essentials of Medical Microbiology

  • ENG
  • изд. 2021
Presents the essentials of clinical microbiology, based on infective syndromes. The book is divided into two parts: General Microbiology, Immunology and Hospital Infection Control; and Systemic Microbiology.
8 938 ₽
Near Misses in Cardiac Surgery
изд. 2022

Sundt Thoralf M. / Торалф М. Сундт Near Misses in Cardiac Surgery

  • ENG
  • изд. 2022
Relevant references for further reading are included, enabling the reader to further develop their knowledge base.Near Misses in Cardiac Surgery is a concise case-based resource featuring instructions on how to deal with potential complications associated with cardiac surgery.
10 394 ₽