Emotion plays an important role in consumer behavior. It is a necessary component when consumer in decision making process. The professor who is in the University of Southern California stated that consumer prefer to make decision based on emotions from previous related experiences. This article indicates that consumers are likely to use emotions when evaluating brands. Relative to the brand attributes and features, consumer’s personal feelings and experiences are more important when people buy things. Studies have shown that emotion is essential to a successful advertisement, especially positive emotions. It is important to make brands’ ad link to a likeable and positive emotion. Consumer are influenced by emotions when they buy brands, they are easily to turn their emotions into purchase action. Therefore, if the marketers want to increase sales, the best way is understand human emotion. This article is really helpful to understand the importance of emotion that lead consumer to purchase.
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