9 September 2004

Getting Emotional About Brands

Marketers realize that emotions are important. But they’re not quite sure why -- or what to do about it.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
What role do emotions play in consumer decisions? And what impact do those emotions have on hard-number business outcomes? Gallup scientists have been wrestling with these questions, and this article reveals six key findings.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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