BlogMarketing PsychologyEmotional Marketing: What It Is and How It Works?

Emotional Marketing: What It Is and How It Works?

happy girls

Emotional marketing is the art of establishing value in your brand. It is all about understanding how humans feel and what they need to get the message across. When used correctly, emotional marketing can differentiate between brand identity and image.

In addition, the availability of new media channels, platforms, and devices has led consumers to more options for their exposure and influence.

As a result, emotional marketing has become the most popular technique for brand promotion, followed by informational marketing.

Emotional marketing uses feelings and sensory images to enhance or change customer attitudes or behavior. It allows you to describe your brand using emotions which is why it’s such a powerful tool to connect with a potential customer.

How to use emotions in your marketing?

Emotions marketing can be effective when used for social communication in marketing. Empathy is the ability to understand what other people feel emotionally, a reaction to an object or environment that influences behavior.

In this article, we’ll tell you how to improve your emotional marketing strategy. We also show how you can improve your marketing strategy by using emotions in the digital age and use them to create a positive image for your customers.

We also provide a comprehensive guide about emotional marketing and customer satisfaction. Show the most effective ways to utilize inspirational media to attract and retain audiences in an engaging way?

Learn why an interactive marketing tool can significantly impact an organization and design your objectives more constructively.

Emotional marketing: a primer

Marketers may use positive and negative emotional signals to impact their target audience in general. In general, there are two sorts of emotional signs that marketers can utilize to influence people: positive and negative.

While each serves a distinct role, they are frequently employed in the same campaigns, especially ones that tell a tale.

Positive emotional triggers incorporate words, pictures, and other media in their marketing to elicit feelings such as joy, surprise, amusement, and yearning. The more abstract forms of this idea might be competence, serenity, trust, or excitement.

These sorts of campaigns hint toward the ultimate product or service that customers will purchase. They are also the simplest to put into practice.

On the other hand, negative emotional triggers target emotions such as annoyance, anxiety, and sadness. While it might appear to be the opposite, deliberately generating these sentiments can effectively motivate action if your product or service provides a remedy for them.

The problem that a client is facing, and the emotions connected with it, are essential elements of these campaigns. 

It’s critical not to be overbearing when utilizing negative emotional triggers since touching upon intensely horrible feelings has the potential to be off-putting or even unethical.

What emotions do marketers use?


The most common and essential emotion you can use to your advantage is fear because it is the most haunting human emotion. In your marketing message, you may use fear to produce the desired response from your target audience if it is consistent with their beliefs about fear.

Likewise, anxiety can be impactful, but it must be used with caution. Sometimes, appeals that are too strong or delivered harshly can backfire.

scared girl

Fear is so powerful because people tend to avoid disturbing or distressing pictures. Fear is motivating because we are biologically driven to flee from dangerous circumstances. When we are faced with frightening events, our unconscious and physical bodies push us to do things.

In marketing, you can represent an alarming hazard – such as lung cancer for smokers – and then provide people with instructions on escaping it. It can dramatically impact purchasing decisions.


Anger allows people to understand that something is required to attain justice or address a compelling problem. Anger and disgust are negative emotions, but they may still elicit a beneficial response if employed correctly in a campaign.

For example, the Always’ “Like a Girl” campaign took a degrading, anger-inducing phrase and became a positive and memorable one.

angry girl

However, some businesses will utilize anger to build a competitive edge against their rivals. For example, dollar Shave Club recognized a widespread problem when highlighting the difficulties of purchasing commercial brand razors.

They then provided their advice. Using animosity against rivals is an excellent approach to get your consumers to try out your business rather than a competitor’s.


Customer loyalty is strengthened when brands can evoke positive emotions, pleasure, and happiness in customers. That’s because enthusiasm is contagious.

As a result, positive campaigns may be more successful than negative ones. For example, a recent study found that allowing people to communicate their emotions to others through social media increased brand loyalty by roughly ten percentage points (31 percent) in an online sample of 101 adults.

happy girl

Happiness is one of the most potent forces behind successful marketing campaigns. It’s also one of the most accessible emotions to create in someone through advertisements.

Thus it can be an effective tool if used correctly. People want to remember a happy time or a happy event.

Sense of belonging

No one wants to be lonely. It is our nature to desire connection, strong relationships, and the security of belongingness.

According to Maslow’s hierarchy of needs, feeling connected is one of our most fundamental requirements that drives our actions.

This is why you see many companies establishing communities—both online and offline—where their devoted customers can interact. A great way to achieve that is using social media.


One of the essential objectives of marketers is to delight the customer, and it generally happens when we make them feel like they’re receiving more than what they paid for. It’s completely natural and all about avarice.

People are, as a whole, greedy in the consumerist culture we all live in, and marketers like you can take advantage of it. For example, the “Buy One, Get One” approach accomplishes this task.

You can prepare an offer that allows buyers to receive one item for free and provides a significant discount and free shipping.

To create a sense of urgency, you may emphasize the scarcity of the promotion. We wrote about what is scarcity in marketing in our dedicated article.

How to take advantage of emotional marketing?

Tell a story

It’s not difficult to connect with your audience through the story. Stories are easy to communicate with and share, no matter what your audience’s personality is. This is one of the best ways to make an emotional connection to your customers. If you create a heartwarming, moving story, you can make your brand memorable.

Create an ideal image

Some advertisements appeal to how we’re feeling right now, while others elicit emotions we’d want to feel. That’s the aim of your marketing when it comes to creating an ideal perception.

The way a product or service solves a prevalent issue is explained by excellent marketing. Emotional marketing employs emotion to persuade customers that your product is not only the best solution but that they will feel great using it as well.

Inspire to action

Inspiration isn’t exactly an emotion, but the experience of being inspired generates a variety of emotions: joy, pleasure, excitement, and optimism. Inspirational campaigns are effective since they appeal to a fantasy, objective, or vision that your audience desires to achieve.

Businesses should understand how their product aids consumers to attain those high goals and objectives to capitalize on customers’ aspirations as a marketing approach.

Start a movement 

Using emotional marketing to start a movement or community around your brand activates several psychological responses. First, the bandwagon effect makes consumers interested in what the crowd is up to. Second, camaraderie, acceptance, and enthusiasm can all foster a feeling of loyalty to your company.


Emotional marketing refers to the different techniques that marketers use to generate an emotional response in consumers. Marketing techniques can either make an emotional connection with customers or elicit emotions that the consumer may want to feel. This article talks about popular emotional marketing tactics like telling a story, creating an ideal image, and inspiring your audience to act.

If you want to learn about marketing psychology make sure to check out our articles.

If that didn’t convince you, try those ones!

What is the Availability Effect? & Its Impact on Marketing
How To Use Psychology in Marketing – A Guide


Professional B2B copywriter with an SEO background. Zuza is obsessed with great-quality content that ranks on the first page of search engines.

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