Emotional Marketing

Eugene Y. Chan ()
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Eugene Y. Chan: Toronto Metropolitan University

Chapter Chapter 5 in Consumer Behavior in Practice, 2024, pp 85-103 from Springer

Abstract: Abstract One undeniable fact stands out in the dynamic world of contemporary marketing: people do not just make logical decisions based solely on logic. Instead, emotionsemotions have a significant impact on people’s decisions, particularly in the area of consumer behaviorconsumer behavior. Marketers and researchers alike are interested in the complex and intricate dance that occurs when emotions and decision-makingdecision-making interact.

Keywords: Emotions; Nostalgia; Sentimentality; Fear; Scarcity (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50947-6_5

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DOI: 10.1007/978-3-031-50947-6_5

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