How Emotional Marketing impacts on consuming…

Hi! once again around here,

In my first blog I wrote about Love Brands, which are those brands that position themselves through emotional way among consumers, achieving loyalty with every purchase.

Loyal consumers will always be there, demanding for more products, better discounts, more advertising, constant improvement in service, etc. However, not every company can achieve all of these goals, so in this blog I will talk in detail about several aspects of emotional marketing.

Some brands have it clear, that in order to keep that special bond, they need to manage the empire of the senses and emotions in the market and against their competitors.


“Never again the cold marketing will be able to obtain positive answers. The results are very important, but always, it is necessary to lead with the heart.” Alexis Socco


When are we talking about emotional marketing?

Emotional marketing explores which emotions to satisfy in order to create and offer them on the market. It makes consumers focus their attention on a specific product, leading them according to their feelings, emotions and values, because they need to connect with each purchase and with what they are trying to sell themselves.



Disciplines such as Neuromarketing, which analyses levels of emotion, attention and memory in a conscious or subconscious way, indicates that 99% of our purchases are due to an impulse, feeling or emotion.

For example, if you have ever been on a trip, probably you went into a souvenir shop and noticed a beautiful cup with a picture of the place you were visiting at that moment or with some phrase that called your attention; suddenly you realize that at home you already have 10 or 15 cups, however and even though you didn’t need it you still buy it because you thought it was a nice souvenir of your trip or it could be a gift for someone in your family or friends. At the end, it will probably remain in your kitchen with the other cups you have as a collection.

After all, the emotional factor is much more important than you might think at first sight; what moves a society are the emotions, that’s why the aim of Emotional Marketing is to “fall in love”. As when you see a drama film or those other films that bring tears to your eyes like “Miracle in Cell No. 7”, and you don’t wait a second to share or recommend it, and not necessarily because you want others to cry too, but because it touched your feelings and you think it’s a good idea to recommend something that you think is worth it.

-By the way, if you haven’t seen that movie, I highly recommend it-

If we sum up Emotional Marketing in one short sentence, we would say: “Emotional Marketing feels”

Basics of Emotional Marketing

Love Brands are a clear example of emotional marketing. Let’s be honest, Coca-Cola, Apple, Nike, Starbucks and other global brands can make us lose our minds. What happens with these brands is that they seek to engage and position themselves in your mind, that you choose that brand over other similar ones that may be in the market; I invite you to read my first Blog to get a deeper understanding into this topic.

Another point to note is that emotional marketing would be nothing without content marketing, which employs a strategy of formats, platforms, etc. Therefore, the content is interesting and useful. This kind of marketing helps us to understand the needs of our target and reach them in an affective and non-aggressive way.

The German supermarket chain Edeka represents, for me, an clear example of a brand that uses the perfect mix, emotions and real content.

The advantages of Emotional Marketing

– Their campaigns tend to have more feedback and a higher percentage of viralization

– It improves the perception of the brand because, it humanizes it.

– Strengthens the bond with customers.

Since you wake up with the aroma of coffee, bread just out of the oven, or the sound of the birds during the spring season, these are examples of emotions and sensations. In fact, this is a form of marketing that is becoming relevant nowadays.

Karen Paz

Master student in Online Business and Marketing, I think that marketing makes you experience a thousand different things and is like a tale book. It always has a better story than the previous one.

View all posts by Karen Paz →

13 thoughts on “How Emotional Marketing impacts on consuming…

  1. Loved this article, emotional marketing is present in all industries. I am guilty of falling for it myself

  2. Another great post, Karen!
    I liked the video example I think it after watching it everyone should understand what the goal of emotional marketing is.
    Looking forward to the next one.

  3. Really cool post Karen! I find it both fascinating and scary how our brain can be easily influenced.

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