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首页> 外文期刊>Journal of Business Research >Book essay on Flemming Hansen and Sverre Riis Christensen (2007), Emotions, advertising and consumer choice
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Book essay on Flemming Hansen and Sverre Riis Christensen (2007), Emotions, advertising and consumer choice

机译：关于弗莱明·汉森（Flemming Hansen）和斯维尔·里斯·克里斯滕森（Sverre Riis Christensen）的书籍文章（2007），情感，广告和消费者选择

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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.
机译：汉森（Hansen）和克里斯滕森（Christensen）讨论了一系列有关情感在消费者行为中的作用以及广告效果衡量标准的当前问题。本书的中心主题是精心设计和应用一种新工具，以衡量消费者为品牌快速消费品开发的情感构造。作者称此度量为NERS，代表净情感反应强度。由于其文献综述的全面性和理论发展的深度，该书吸引了中级和高级学术读者。本文对本书的内容进行了批判性评论，然后根据本书提供的上下文，进一步详细讨论了情感在消费者选择中的作用的一些重要方面，值得特别注意。特别要指出的是，行为决策研究的一些发现如何改善汉森和克里斯滕森提供的概念。

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