Emotion-Led Brand Decisions

What it is

The claim, made in writing on brand intimacy, that how people feel about a brand is a leading indicator of purchase, and that many buying decisions are quick and emotional, so a stepwise funnel describes them only in part.

In effect

In the article on emotional marketing, it stands for the practitioner view; the research cited there tests narrower claims about attachment and about specific emotions.

What it does not say

It is a practitioner claim and not a finding from controlled studies. Research on emotion in judgement shows that effects differ by emotion and by setting.

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