User:JosebaAbaitua/sandbox/References/DHum2021/AGIRRE CASTILLERO, Andrea

Fortunately, decades later, the study of emotion has become much more relevant among scientists and the previous idea of emotion and reason as opposites ceased to be valid: emotion is integral to the processes of reasoning and decision making, for worse and for better. Emotion does help reasoning and most of the times we make decisions based on our emotions. Within this line of reasoning, this paper will prove that companies use different strategies to trigger an emotion response on costumers and therefore their willingness to buy a product. One of the best ways to address emotions is by studying their expression across different modalities. By analyzing different folk concepts of emotion, we become aware of the importance, the distinction and the evolution of each one of them. Moreover, in a study of emotional expression, we need to bear in mind other factors, such as nonverbal behavior and physiological indicators.