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Emotional Marketing is a form of relationship marketing that builds customer loyalty by creating brands that fit the consumer’s self-image. This fit of brand-to-self-image, otherwise known as self-congruence, has been shown to be a key component in customer preference and choice.

A large part of the emotional marketing process is identifying what core emotions and emotional drivers apply to the customer and the brand. Core emotions are the feelings that drive buying decisions, and include such sentiments as anger, chaos, fear, and success. Within each core emotion are a variety of emotional drivers. For instance, belonging, trust, and compassion are all part of the core emotion "Human Connection."