TY  - BOOK
AU  - O'Shaughnessy, John
AU  - O'Shaughnessy, Jackson
AU  - Jackson, Nicholas
TI  - The Marketing Power of Emotion
SN  - 9780195150568
U1  - 658.8342 
PY  - 2003///
CY  - New York
PB  - Oxford Science Publication
KW  - Marketing
N1  - Contents:
1 The Scope of Emotion in Marketing
2 Generating Emotion: Value Systems, Emotive Stimuli and Appraisal
3 Generating Emotion: Beliefs and Wishes
4 Generating Emotion: Emotional Responses
5 Predicting, Changing and Influencing Emotional Responses
6 Branding and Emotion
7 Emotion in Building Brand Equity
ER  -