Emotions are an important consideration for marketing because many decision-making factors are emotional not rational.  For example, people often give one answer on a survey but then act differently when making decisions.  This is because the survey questions were about reason and didn’t consider emotions.

The opinions of others are important to people.  Relationships are based on trust, integrity and reputation.  Relationships with companies are the same as those between people.  For example, if a company does something bad, people will not trust them, and it is difficult for overcome loss of trust.  However, if companies develop good relations with customers, they can build brand loyalty.