Outstanding brands "emotionally speaking"

The paper is concerned with the measurement of emotions and the study of the role of emotions in consumer choice.
  

Outstanding brands “emotionally speaking”

Flemming Hansen, Larry Percy & Steen LundsteenCopenhagen Business School

EMOTIONS AND FEELINGS

One of the things we now know about memory is that when we are experiencing something, if it is fully processed, all of its component parts will be stored in various parts of our memory. One of the components of that experience that will be stored is any emotion that is associated with it, in our nondeclarative emotional memory. When a memory is recalled, all of the component parts are reunited from the various areas of the...

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