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Book essay on Flemming Hansen and Sverre Riis Christensen (2007), Emotions, advertising and consumer choice

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  • Trujillo, Carlos A.

Abstract

Hansen and Christensen discuss a wide range of current issues regarding the role of emotions in consumer behavior as well as measures of advertising effectiveness. The central theme of the book is the elaboration and application of a new tool to measure the emotional constructions that consumers develop for branded fast moving consumer goods. The authors call this measure NERS, which stands for Net Emotional Response Strength. The book appeals to both intermediate and advanced academic readers due to the comprehensiveness of its literature review and the depth of its theoretical developments. The present essay critically comments the contents of the book and then, based on the context provided by the book, discusses in further detail some salient aspects of the role of emotions in consumer choice that deserve special attention. In particular, it is pointed out how some findings from behavioral decision research could improve the conceptualizations offered by Hansen and Christensen.

Suggested Citation

  • Trujillo, Carlos A., 2008. "Book essay on Flemming Hansen and Sverre Riis Christensen (2007), Emotions, advertising and consumer choice," Journal of Business Research, Elsevier, vol. 61(9), pages 982-985, September.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:9:p:982-985
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    References listed on IDEAS

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    1. Bechara, Antoine & Damasio, Antonio R., 2005. "The somatic marker hypothesis: A neural theory of economic decision," Games and Economic Behavior, Elsevier, vol. 52(2), pages 336-372, August.
    2. Weber,Elke U. & Baron,Jonathan & Loomes,Graham (ed.), 2001. "Conflict and Tradeoffs in Decision Making," Cambridge Books, Cambridge University Press, number 9780521772389.
    3. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
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