Emotions and Marketing: A theoretical Approach
Emotions and Marketing: A theoretical Approach

Summary/Abstract: The right questions that all researchers should address when approaching an ambiguous and new domain should be how well studied it is, who were the fellow researchers that were approaching it and what did they studied. Knowing these details helps them set their own research objectives. This documentary research based on the theoretical foundations of several definitions and classifications of the term ―emotion‖, aims to present a new theoretical approach, in order to underline the relationship between etymology, history, psychological definitions and classifications. In particular, among the few studies on emotional marketing, it reveals the links between emotions and marketing, specifically those in decision making and marketing actions, by analyzing all the ―emotion and marketing‖ articles the author had access to. Thus, the overall approach and its uniqueness consist in the predominant psychological side and the literature review studied. Finally, it captures some unexplored ideas and brings new opportunities to future marketing research, such as a meta-analysis on consumption emotions or emotions and advertising.

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