Emotional marketing is a theory that is based on a specific hypothesis of customer behavior. This hypothesis asserts that the consumer pays less and less attention to the quality characteristics of the product. Thus, the choice is made on the basis of emotion. The founders of this hypothesis are E. Rice and J. Trout. The authors argue that perception influences product selection. A marketing strategy should focus on this perception. Thus, marketers' efforts are shifting from mind to heart1. Company is not selling a product, but a dream. This means that the buyer does not consume the product, but the opportunity to realize his dreams.

However, you shouldn't dive headlong into emotional marketing and claim that the buyer makes a decision only with emotion. Obviously, there are factors that influence the pattern (emotions and cold calculation) the choice will be made. We list some of these factors:

1. Purpose of the goods. We understand that the goods for the functioning of the factory are selected from the ratio of price and quality, or only by the quality parameter. But the beauty industry must first of all sell a dream.
2. Essential goods. Products or services from this category are primarily selected rationally.
3. Competitiveness. With a large number of products on the market, the selection is emotionally filtered at the first stage. Further, it is easier for the client to do the analysis.

Not only can a product be chosen by emotions, but a brand selection can be based purely on emotions. Emotioning brands is one of the areas of emotional marketing. This area is about establishing a closer relationship between the brand and the client. The brand should not be presented as a solution provider, but as a close friend. The task of the marketer is to establish a strong emotional dependence of the client on the brand, that is, to create brand loyalty. The creation of brand loyalty occurs sequentially through the characteristics of its perception through the association of specific emotional experiences with a product or service.

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There is another way to incorporate brand emotion into your sales strategy. This method is now very popular and consists of brand collaboration. For example, a young-known local brand produces socks. Collaboration with Disney allows him to place the print on production that will resonate in thousands of hearts. This technique is designed to increase sales through emotion. But if this print is placed on the washing machine. Would you buy a very cute washing machine? Of course not. In this case, the functional characteristics are important to you. Thus, emotional marketing is an important part of the modern relationship between the customer and the brand. However, this area should not be overestimated and the choice of marketing strategy should be approached clearly without emotion.

Marketing 3.0: From Products to Customers to the Human Spirit, Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

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