Generally, when consumers are exposed to products and their advertisements, they don’t perceive a personal ‘need’ for the product, nor do they intend to buy it. Because so many individuals are not actively seeking information about products, stimulating emotion and affect is a better way to distinguish a product and draw interest. Music is a particularly effective approach because it circumvents the rational mind and petitions directly to the emotional mind in which desire-driven shoppers revel.

Emotional Branding by Marc Gobé

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