Institute for Research in Marketing

  • Carlson School of Management 321 19th Avenue South Minneapolis, MN, 55455 United States

The New Science of Customer Emotions: Using Customer Emotions to Drive Growth and Profitability
Dan Leemon, Senior Executive Advisor to Motista

Emotional Connection happens when a brand—and the products, services, and customer experience it represents -- resonates with the emotional motivators that drive the purchase behavior of the highest value customers. Increasing Emotional Connection creates organic growth – it increases the value of emotionally connected consumers and increases the number/share of emotionally connected customers.

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