This article displays how important an emotional attachment to brands or products consumers have before a purchase is made. According to fMRI neuro-imagery, consumers primarily use emotions when evaluating brands rather than information. This article is very interesting as it helps us understanding the purchasing process consumers undertake before making any decision. Consumers use emotion as a catalyst when purchasing goods as well as considering other goods to purchase. Depending on how they feel or the experiences they might have had in the past may create a negative response or a positive one which then creates an attachment to a brand or product. A positive response on brands would then create a sense of loyalty where they would continue to make the same purchases. By understanding consumers emotions when purchasing and by extorting these emotions, companies brands or products will be successful by creating a link and a sense or loyalty.
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