Abstract
One undeniable fact stands out in the dynamic world of contemporary marketing: people do not just make logical decisions based solely on logic. Instead, emotions have a significant impact on people’s decisions, particularly in the area of consumer behavior. Marketers and researchers alike are interested in the complex and intricate dance that occurs when emotions and decision-making interact.
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Chan, E.Y. (2024). Emotional Marketing. In: Consumer Behavior in Practice. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-50947-6_5
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DOI: https://doi.org/10.1007/978-3-031-50947-6_5
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