The emotional scale

  When consumers shop they are being driven by an emotional need. Even if the shopper mission appears to be fairly rational, reason does not drive behavior, emotion does. In psychology circles, there are seven to eight basic emotional states depending on the source: joy, sadness, trust, disgust, fear, anger, surprise, and anticipation. In retail, the emotional states combine to create categories that retailers can respond to. Here I will attempt to construct broad categories of emotional ne

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