Marketers have long understood that emotions play an important role in the consumer decision-making. But, as recent scientific evidence suggests that the impact is much more subtle and complex than many people know: fine, not intense, emotional reactions are often more convincing, emotions can have long term effects, the experience and expression of negative emotions can sometimes be helpful; emotional experiences are often poorly predicted and remembered. In all these areas, a better understanding of emotions will help managers adapt their own actions, to give the best tips and get the desired response from consumers, in order to maximize customer satisfaction and loyalty at every stage of the meeting. "Hide
by Eduardo B. Andrade, Mario Capizzani Source: IESE-Insight Magazine 8 pages. Publication Date: June 15, 2011. Prod. #: IIR054-PDF-ENG
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