Trends Report

Harness Marketing's Most Powerful Tool: Emotion

New Techniques Reveal Consumers' Real Decision Process

February 14th, 2019
JN
Jim Nail
With contributors:
Brigitte Majewski , Caitlin Wall , Christine Turley

Summary

Emotions are essential to marketing, experience, and loyalty but have long seemed beyond rigorous definition and quantification. But market research firms are translating recent neuroscience and psychology insights into techniques for clearly describing the role emotions play in consumers' decisions. B2C marketers should read this report to shed outdated misconceptions about emotion and identify ways to harness these new techniques to fully leverage the power of emotion in marketing planning, execution, and measurement.

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