Introduction

Mark Ingwer

A chapter in Empathetic Marketing, 2012, pp 1-5 from Palgrave Macmillan

Abstract: Abstract For nearly two decades, much of the business world has increasingly embraced the value of emotion in selling products and services. Countless books and articles deftly describe how emotion factors into human decision making and helps people form bonds with brands, products, services, advertising, and other p eople. More and more business leaders, strategists, product developers, m arketers, innovation specialists, advertisers, and salespeople have come to see the value of appealing not merely to consumers’ reason and logic but to their heartstrings as well. There is little doubt that emotions offer buried treasure for businesses. Companies must invest exceptional resources to unearth them and guide them to the surface in order to harness their business value. Emotions can be powerful economic tools if understood and excavated properly. But without the benefit of a proven psychological theory to tell us where, when, and how to extract emotional insights, opportunities are lost and business resources wasted.

Date: 2012
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DOI: 10.1007/978-1-137-51200-0_1

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