A New Concept of Marketing: The Emotional Marketing
AbstractNowadays, 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.
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Bibliographic InfoArticle provided by EduSoft Publishing in its journal BRAND. Broad Research in Accounting, Negotiation, and Distribution.
Volume (Year): 1 (2010)
Issue (Month): 1 (September)
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Web page: http://brand.edusoft.ro
emotions; emotional marketing; emotional brand; emotional intelligence; emotions measurement.;
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- 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 45.
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