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Emoti-coms: A marketing guide to communicating through emotions by Charles Bal, Xavier Quattrocchi-Oubradous

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Chapter 2. What We Should Know About Emotions

There can be no knowledge without emotion. We may be aware of a truth, yet until we have felt its force, it is not ours. To the cognition of the brain must be added the experience of the soul.

– Arnold Bennett

As the starting point of a vibrant tribute to Spinoza, the American neurologist Antonio Damasio suggested that none of the objects or people that surround us are emotionally neutral. Everything provokes an emotional reaction, even if only a minimal or an unconscious one. The omnipresence of emotions in interpersonal relationships may be what leads human beings to use them as a major currency when dealing with places, objects and brands.

Nevertheless, despite the central role of emotions ...

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