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Built to Love by Jonathan Cagan, Peter Boatwright

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CHAPTER 5Supported Emotions:The Key to Today’s Leading Products

Unlike commonly found associated emotions, the less frequently used supported emotions are delivered by the product itself, evoked by features or attributes of the physical product, software, service, or brand. Today’s marketplace is looking for an authentic relationship with its products. Supported emotions are the only means to deliver that authentic relationship.

Supported emotions result in high customer engagement and they also get customers talking. Those who own the product talk to their friends or write on their blogs because customers talk about what moves them at an emotional level. The word spreads. Word-of-mouth offers the potential for exponential sales growth as each ...

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