Emotion and Reason in Consumer Behavior

Emotion and Reason in Consumer Behavior is a pioneering book, among the first to apply systematic emotion theory and measurement techniques to the analysis of consumer behavior. In the last twenty years, increased understanding of the roles of emotion and reason has produced immense ramifications for advertising, marketing and other domains of persuasive interaction. As our world comes closer together, global messages that transcend cultural boundaries become more appropriate than localized messages for particular cultures. Emotion via non-verbal communication is the language of humanity and it brings us closer together. The author uses the Communication via Analytic and Syncretic Cognition (CASC) scale to assess emotions passed over by earlier theories. The research in this book provides important insights into the role of the dynamic emotion-reason relationship in consumer behavior.