A New Concept of Marketing: The Emotional Marketing

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service. Recent studies have shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the emotional conditions influence every stage of decision-making in purchasing processes. Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. In the paper techniques of emotional measurements are outlined. These measurements are very important for business goals.