An Abstract submitted on

“Role and Effectiveness of Emotional Marketing”

In compliance to partial fulfillment of the marking scheme, for

Semester IV of 2018-2019, in the subject of

BEHAVIORAL SCIENCE (Seminar Paper)

Submitted to:

Professor Mr. Rakesh Nambiar

Submitted by-

Ashraya Singh

A018

SY BBA LLb (Hons.)

 Role and Effectiveness of Emotional Marketing
Abstract

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional
marketing. The emotional marketing studies how to arouse emotions in people to induce them to
buy a particular product/service. Recent studies have shown how purchasing choices and
decisions are the result of a careful analysis of rational and emotional aspects. Psychological
literature recognizes that the emotional conditions influence every stage of decision-making in
purchasing processes. Emotions play a key role in any kind of social or business decision.

Emotional, experiential, and aesthetic behaviors that normally lie beyond the scope of traditional
marketing are currently receiving extraordinary attention. Although some have argued that these
aspects of consumption activity are deserving of study in their own right, practitioners have
realized that understanding the dynamics of activities such as emotional experience can assist in
developing marketing strategy.

Thus, in this research paper I would try to undrstand the effectiveness and influence of these
emothional marketing techniques with the help of both primary and seconday data. Primary or
empirical data would be used to undertand the reaction of these strategies on the minds of
prospective consumers and secondary data would help to understand how emotions guide actions
and behaviour of an individual to analyse the effectiveness of emotional marketing.