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Emotional Marketing

In: Consumer Behavior in Practice

Author

Listed:
  • Eugene Y. Chan

    (Toronto Metropolitan University)

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.

Suggested Citation

  • Eugene Y. Chan, 2024. "Emotional Marketing," Springer Books, in: Consumer Behavior in Practice, chapter 0, pages 85-103, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-50947-6_5
    DOI: 10.1007/978-3-031-50947-6_5
    as

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