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A New Concept of Marketing: The Emotional Marketing

Author

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  • Domenico Consoli

    (University of Urbino, Italy)

Abstract

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.

Suggested Citation

  • Domenico Consoli, 2010. "A New Concept of Marketing: The Emotional Marketing," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 1(1), pages 52-59, September.
    • Handle: RePEc:bra:journl:v:1:y:2010:i:1:p:52-59
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    File URL: http://www.edusoft.ro/brand/RePEc/bra/journl/brand_1_consoli.pdf
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    References listed on IDEAS

    as
    1. Domenico Consoli, 2009. "Emotions That Influence Purchase Decisions And Their Electronic Processing," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-45.
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    Cited by:

    1. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    2. repec:jtr:journl:v:9:y:2014:i:1:p:28-64 is not listed on IDEAS
    3. Jin Pyo Lee & Hanhyeok Jang & Yeonwoo Jang & Hyeonseo Song & Suwoo Lee & Pooi See Lee & Jiyun Kim, 2024. "Encoding of multi-modal emotional information via personalized skin-integrated wireless facial interface," Nature Communications, Nature, vol. 15(1), pages 1-13, December.

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    2. Consoli, Domenico & Musso, Fabio, 2010. "Marketing 2.0: A new marketing strategy," MPRA Paper 31116, University Library of Munich, Germany.

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