What do people think of your product? It's become almost second nature for us to answer the above question in ways that emphasize the
Alexandra Leeming's insight:
I have realised that it is no secret that emotional responses play a huge part in the consumer decision making process, as reinforced by this articles claim that people who have damage to their emotional centers of their brain, have a tough time making decisions. So the question is no longer "are" emotions involved, it is more "what" emotions are involved? Being able to understand which emotions are acting upon a person during the decision making process is a great way to connect to consumers and interact on a common level. Having that understanding allows brands to interact with their target market more effectively as they can be more direct with their strategies and ultimately have more success in building brand equity.
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