Emotional response is a key factor to consumers on deciding which brand to purchase, if all competitors have similar price. The main one would be social purchase which was covered on "The Goodpurpose Study" by Edelman. For example, if buying a certain brand and part of the money goes to the charity, many consumers would willingly switch brands.
Another example mentioned was about Apple, how they focus so much on giving a great customer service and in-store experience. A simple "Hi, how's your day?", "Good afternoon, how can i help you?" would brighten up a consumer's emotion which tend to give them a good impression even if they dont buy anything they might come back again or spread the word to their friends and families.
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