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020 _a9789813363748
024 7 _a10.1007/978-981-33-6374-8
_2doi
040 _aES-MaUEC
_bspa
_cES-MaUEC
_dES-MaUEC
050 4 _aHF5415
_b2021 EB
245 0 0 _aConsumer Happiness: Multiple Perspectives
_cedited by Tanusree Dutta, Manas Kumar Mandal
250 _aFirst edition 2021
264 1 _aSingapore
_bSpringer International Publishing
_c2021
300 _a1 recurso en línea (XII, 285 páginas)
_b 21 ilustraciones, 20 ilustraciones a color
336 _2rdacontent
_aTexto
_btxt
337 _2rdamedia
_aelectrónico
_bc
338 _2rdacarrier
_arecurso electrónico
_bcr
347 _aarchivo de texto
_bPDF
490 0 _aStudies in Rhythm Engineering
_x2524-5546
490 0 _aEngineering (SpringerNature-11647)
490 0 _aEngineering (R0) (SpringerNature-43712)
505 0 _aChapter 1. The cultural perspective: Are some societies happier than others? Chapter 2. Happiness digital technology and social networks -- Chapter 3. Socioeconomic Status and Consumer Happiness -- Chapter 4. Behavioral perspective -- Chapter 5. Subliminal messaging and applicaton in sports: moving beyond the conscious -- Chapter 6. Subliminal Messaging: Moving Beyond Consciousness -- Chapter 7. Customer Happiness: The role of Cognitive Dissonance and Customer Experience -- Chapter 8. Advertising: A new visual world (Re-conceptualisation of advertising through creative design) -- Chapter 9. Consumer happiness and decision making: The way forward -- Chapter 10.Paying a price to get a value: Choose wisely.
520 3 _aThis 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. .
988 _aSpringer_Engineering_2021
650 7 _2embne
_9192528
_aConsumidores
_xConducta
650 7 _2embne
_9138228
_aMarketing
700 1 _aDutta, Tanusree
_eeditor literario
_4
_4http://id.loc.gov/vocabulary/relators/edt
_9681936
700 1 _aMandal, Manas K.
_eeditor literario
_4
_4http://id.loc.gov/vocabulary/relators/edt
_9681937
776 0 8 _iPrinted edition:
_z9789813363731
776 0 8 _iPrinted edition:
_z9789813363755
776 0 8 _iPrinted edition:
_z9789813363762
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-981-33-6374-8
_zAcceso a este recurso digital (usuarios Universidad Europea de Madrid)
942 _2lcc
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998 _b02/2022
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