The Marketing Power of Emotion

Unless you sell products on the planet Vulcan, you already understand the power of emotion in selling products. This book, written by marketing professors at Columbia University and Keele University, explains how emotions work in marketing and how, in response to these emotions, customers make product appraisals—and how they can be predicted and influenced. The authors also discuss the emotional aspect of branding and customer loyalty. Loaded with anecdotes illustrating that if a product can make you feel the love, you're bound to want it.