A New Concept of Marketing: The Emotional Marketing

Domenico Consoli

49 citations0/0 files storedRePEc: Research Papers in Economics

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies Emotion and Mood Recognition

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.

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References

1872The expression of the emotions in man and animals.1995Emotional Intelligence: Why It Can Matter More Than IQ 1988The Cognitive Structure of Emotions 2000The feeling of what happens: body and emotion in the making of consciousness 2008Emotional intelligence: New ability or eclectic traits?2003Emotions Revealed: Recognizing Faces and Feelings to Improve Communication and Emotional Life 1976Cross-Cultural Universals of Affective Meaning 1997Circumplex models of personality and emotions.

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