Art & Commerce: Emotional Intelligence

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If you want to know which emotions are most meaningful to the consumer’s connection to your brand, the last thing you want to do is ask her or him. That people buy based on deep-seated, usually unconscious, emotional reactions to products or services is well established. If you ask directly, you’ll hear that their purchases were based on “rational” decisions, but underlying that is something much deeper. They buy because that product or service fills their need to feel good about themselves—attractive, pampered, nurturing.

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