Category Archives: Precis

Emotion and Reason in Consumer Behavior: Chapter 3: Attitude Formation

In Chapter 3, Attitude Formation, Chaudhuri sets out to answer the following questions (p 39): What is the role of emotion and reason in developing and forming attitudes about products, brands, and advertisements? What are the implications for positioning brands … Continue reading

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Emotion and Reason in Consumer Behavior: Chapter 2: Emotion and Reason

Affect has clear implications in marketing and it’s important to understand its role in human cognition. Chaudhuri seems to endorse Zajonc’s view which Chaudhuri characterizes as the view that affect precedes ratiocination. He then lists the following characteristics of affects: … Continue reading

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Emotion and Reason in Consumer Behavior: Chapter 1: Introduction

Chaudhuri starts his introduction with some uncontroversial points. Namely that advertising can evoke both emotional and rational responses. Furthermore, the responses of the individual are the result of other factors such as environment, genes, and individual characteristics such as attitudes, … Continue reading

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“How Marvelous!”: Toward a Theory of Aesthetic Value

Aesthetic value is often referred to in the evaluation of arts, but it’s not often clear what exactly aesthetic value is. In addition, it seems like the evaluation of art changes from culture to culture, time to time, and even … Continue reading

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