A New Concept of Marketing: The Emotional Marketing

Domenico Consoli


Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy that particular produc/service. Recent studies shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the emotional conditions influence every stage of decision-making in purchasing process.
Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. People when speak, interact and write, convey emotions.

Keywords: emotions, emotional marketing, emotional brand, emotional intelligence,emotions measurement.

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