The Origins of Emotional Marketing: Emotional Motivators

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Through emotional marketing, brands aspire to take root in people's lives . They aim both to settle over time by working on the collective imagination, and to appropriate current issues by acting on the most popular trends at a given time. Relevant topics such as inclusiveness or environmental protection, for example, offer many emotional connections to company initiatives: an increase in the price of products attributable to efforts to convert production facilities is part of the possible actions of emotional marketing that intends to connect with customers who are most sensitive to the issue.

The success of marketing shows that the level of connection established, israel whatsapp resource more intense than other forms of marketing, helps to create, in the long term, a feeling of customer loyalty and in the short term a greater and more convinced response to purchase .



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The New Science of Customer Emotions by Harvard Business Review, published a few years ago and now a classic, is one of the sources to cite when talking about emotional marketing. In the article, Magids, Zorfas and Leemon argue that if an organization can connect with the emotions of its customers, the competitive advantage it gains is potentially enormous.