Emotional marketing is the practice of marketers using a variety of strategies to arouse consumers' emotions and persuade them to purchase goods or services. Emotional advertising is a subset of emotional marketing. When we talk about the theme of emotion in advertising, we usually think of advertisements with adorable newborns or playful puppies. Emotional marketing is defined as anything that convinces the consumer to purchase the goods while simultaneously bringing tears or joy to their eyes. This idea has gained traction in recent years as marketers have realized that evoking strong feelings in exposed customers encourages not just in-store purchases but also advertising memory and brand loyalty. A review of a few studies conducted in this field is presented in this study. This essay seeks to determine if buyers are rational decision-makers, emotionally invested in the goods, or both. This idea is not going away, even though it is still developing. Emotional marketing constitutes a strategic approach employed by marketers to elicit a spectrum of emotions in consumers, influencing their decision to purchase products or services. It encompasses a range of techniques aimed at resonating with the audience on an emotional level. Within this broader concept, emotional advertising emerges as a specific subset, often characterized by heartwarming visuals like newborns or endearing animals. The core objective is to not only persuade consumers to make a purchase but to simultaneously evoke feelings of joy or sentimentality. This approach has gained substantial momentum in recent years as marketers recognize its potential to not only drive in-the-moment sales but also foster lasting brand loyalty and create memorable advertising experiences. The essay at hand delves into a compilation of studies within this domain, seeking to ascertain whether consumers are primarily rational decision-makers, emotionally connected to products, or a combination of both. Despite its evolving nature, the enduring relevance of emotional marketing indicates that the strategy, designed to tug at consumers' heartstrings, is poised to remain a pivotal force in the realm of marketing and consumer behavior.
- et al. (Tue,) studied this question.