Emotional Marketing stimulates the emotions of the consumer audience in order to lead them in a desired direction. This direction can be creating a perception (e.g. that a product is healthy), influencing behavior (e.g. the consumer to make a purchase) or maximizing an experience (e.g. the experience of consumption). To understand exactly how Emotional Marketing works we must first start from the basics. How are emotions defined.
It is not correct to approach emotions with "positive-negative" or "black-white" evaluations. Emotions are actually very complex concepts that only a prismatic approach Special Database could give them a satisfactory definition. For example, consider how many different shades of red one can distinguish in a color spectrum. Accordingly, emotions also have intermediate tones, in other words, they have gradations. Why do we develop emotions? Beyond Emotional Marketing, the emotions we develop are directly related to the survival of the human species.
The main reasons for the development of emotions are two: A. The Physical Adaptation Our ancestors survived because the human body has the ability to adapt to the environment. Some environmental conditions required them to respond quickly, such as avoiding a predator, while others caused smoother changes, such as regulating their blood flow to maintain body temperature. These internal changes gradually affected our external characteristics as well. That's why when we feel angry our face turns red and the pupil of our eye contracts.