Books by Flemming Hansen

Branding and Advertising presents a wide spectre of recent studies and works in the fields of branding, advertising and communication effects. Material is organized into four main areas: Branding and Communication, Advertising Effects, Media and Targets, and Low Involvement and Emotional Responses. In the first main part of the book, Branding and Communication, a number of chapters are concerned with the branding of corporations and the use of branding in advertising communication. The second main part of the book gives insights into different aspects of advertising effects; methods of measurement, and results of advertising and commercial communication in different settings. Media and Targets presents research concerning genres of advertising, audience reactions, attitudes towards the ads, and the role of advertising in relation to children as a target group. The fourth and final part of the book is concerned with the role of information processing and memory creation in advertising communication. The book addresses itself to the advertising professionals, to advertising and communication researchers, as well as to graduate and undergraduate students of advertising and communication, who want to be informed about the latest research within these areas.

Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological in-sights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in every-day life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing. The book offers a first time thorough review of contemporary thinking in the field of consumer behaviour and an exhaustive amount of empirical evidence to support the authors' notion of an emerging paradigm of emotionally based consumer choice where mental brand equity becomes a central phenomenon. The empirical evidence is to a large extent developed on a questionnaire-based measurement method, pioneered by the authors and by researchers at the Center for Marketing Communication at the Copenhagen Business School.