Emotion-Driven Marketing: An Analysis of Brand's Using Emotional Stimulation to Promote Consumption
Research Article
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Emotion-Driven Marketing: An Analysis of Brand's Using Emotional Stimulation to Promote Consumption

Xinyuan Ma 1*
1 Shandong University of Art & Design
*Corresponding author: xinyuanma603@gmail.com
Published on 13 August 2025
Journal Cover
AEMPS Vol.210
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-319-2
ISBN (Online): 978-1-80590-320-8
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Abstract

Emotion-Driven Marketing (EDM) has emerged as a novel strategy in contemporary marketing, becoming a significant tool for brands to attract consumers and stimulate consumption. By employing emotional stimuli such as advertising content, color schemes, narratives, and storytelling, brands elicit consumers' emotional responses, thereby influencing their purchase decisions and brand loyalty. Through theoretical analysis, this paper explores the application of emotion regulation theory and emotional arousal models in brand marketing, and how EDM enhances consumers' purchase intention through mechanisms like emotional arousal and emotional resonance. Analysis of specific brand case studies (e.g., White Rabbit milk candy and Safeguard soap) demonstrates that EDM plays a crucial role in enhancing brand identity, increasing market competitiveness, and fostering long-term consumption behaviors. Furthermore, the paper identifies limitations of emotional marketing strategies, such as the potential oversimplification of brand image and the risk of consumer aversion due to over-reliance. Future research should further investigate the effects of EDM across diverse consumer segments.

Keywords:

Emotion-Driven Marketing, Consumption, Brand.

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Ma,X. (2025). Emotion-Driven Marketing: An Analysis of Brand's Using Emotional Stimulation to Promote Consumption. Advances in Economics, Management and Political Sciences,210,46-50.

References

[1]. Bagozzi, R.P., Gopinath, M., Nyer, P.U. The role of emotions in marketing. Journal of the Academy of Marketing Science 27(2), 184–204 (1999)

[2]. Li, X. The marketing strategy of Pop Mart: Emotional engagement through surprise. Journal of Consumer Research 42(3), 233–246 (2021)

[3]. Coca-Cola Company Coca-Cola's advertising strategy: Emotions and storytelling. Internal Marketing Report (2021)

[4]. Shao, J., Zhang, T., Wang, H., Tian, Y. Corporate social responsibility and consumer emotional marketing in big data era: a mini literature review. Frontiers in Psychology 13, 919601 (2022)

[5]. Bin, S. Social network emotional marketing influence model of consumers' purchase behavior. Sustainability 15(6), 5001 (2023)

[6]. Chan, E.Y. Emotional marketing. In: Consumer behavior in practice: Strategic insights for the modern marketer. Springer Nature, 85–103 (2024)

[7]. Moreno-Lobato, A., Di-Clemente, E., Hernández-Mogollón, J.M., Campón-Cerro, A.M. How emotions sound. A literature review of music as an emotional tool in tourism marketing. Tourism Management Perspectives 48, 101154 (2023)

[8]. Sharma, K., Kodhati, P., Sukhavasi, S. Emotional Marketing on Consumer Behaviour-Perception Study. International Journal on Customer Relations 10(2), 1–12 (2022)

[9]. Erlangga, H. The influence of service quality, emotional marketing and spiritual marketing on customer satisfaction. Turkish Journal of Computer and Mathematics Education 12(3), 3685–3689 (2021)

[10]. Pusztahelyi, R. Emotional AI and its challenges in the viewpoint of online marketing. Curentul Juridic 81(2), 13–31 (2020))

References

[1]. Bagozzi, R.P., Gopinath, M., Nyer, P.U. The role of emotions in marketing. Journal of the Academy of Marketing Science 27(2), 184–204 (1999)

[2]. Li, X. The marketing strategy of Pop Mart: Emotional engagement through surprise. Journal of Consumer Research 42(3), 233–246 (2021)

[3]. Coca-Cola Company Coca-Cola's advertising strategy: Emotions and storytelling. Internal Marketing Report (2021)

[4]. Shao, J., Zhang, T., Wang, H., Tian, Y. Corporate social responsibility and consumer emotional marketing in big data era: a mini literature review. Frontiers in Psychology 13, 919601 (2022)

[5]. Bin, S. Social network emotional marketing influence model of consumers' purchase behavior. Sustainability 15(6), 5001 (2023)

[6]. Chan, E.Y. Emotional marketing. In: Consumer behavior in practice: Strategic insights for the modern marketer. Springer Nature, 85–103 (2024)

[7]. Moreno-Lobato, A., Di-Clemente, E., Hernández-Mogollón, J.M., Campón-Cerro, A.M. How emotions sound. A literature review of music as an emotional tool in tourism marketing. Tourism Management Perspectives 48, 101154 (2023)

[8]. Sharma, K., Kodhati, P., Sukhavasi, S. Emotional Marketing on Consumer Behaviour-Perception Study. International Journal on Customer Relations 10(2), 1–12 (2022)

[9]. Erlangga, H. The influence of service quality, emotional marketing and spiritual marketing on customer satisfaction. Turkish Journal of Computer and Mathematics Education 12(3), 3685–3689 (2021)

[10]. Pusztahelyi, R. Emotional AI and its challenges in the viewpoint of online marketing. Curentul Juridic 81(2), 13–31 (2020))

Cite this article

Ma,X. (2025). Emotion-Driven Marketing: An Analysis of Brand's Using Emotional Stimulation to Promote Consumption. Advances in Economics, Management and Political Sciences,210,46-50.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-319-2(Print) / 978-1-80590-320-8(Online)
Editor: Vartiak Lukáš
Conference website: https://2025.icftba.org/Bratislava.html
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.210
ISSN: 2754-1169(Print) / 2754-1177(Online)

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