The emotional responses are important because it can influnce consumers' behaviour and finnaly influnce thier purchase decision.
I agree with the article that "emotion is a necessary ingredient to almost all decisions". In my opinion, if a consumer has emotion response to something, it means that he/she is involved and engaged with the product. Once they are involved or engaged, thier motivations of knowing and researching more about the product are increasing.
In addition, emotion response works in many different way as mentioned in this article. Firstly, it will influnce your brands evaluating, brands loyalty and on the ads you saw about a product.
Therefore, engaging the consumers with emtional attachments is very important.
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