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Consumer Experiences and Emotion Management

Avinash Kapoor




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 | #4207090 in eBooks |  2015-07-06 |  2015-07-06 | File type: PDF

||About the Author|New Delhi, India Coordinator Consulting and Professor Marketing Area; MDI, Gurgaon

Emotions can organize cognitive processes or disorganize them, be active or passive, lead to adaptation, or maladaptation. Consumers may be conscious of their emotions or may be motivated by unconscious emotions. The emotions in combined form with different intensities have an adaptive significance in consumers’ life. Further, the challenges that marketers and researchers face in today’s global markets are to understand the expression of the emotions or c...

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