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

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Chapter 3. How Emotions Matter to Consumers

The affective system is the primary motivational system because without its amplification nothing else matters, and with its amplification, anything else can matter…

– Tomkins, 1984

What would the world be without emotion? A world where none of the people or objects around us evoke even the simplest emotion? A world with no surprise, no amazement, no shame or pride? A world where every decision, every action is the result of a cold-blooded cost/benefit decision-making process? A world without music?

Would it even be worthwhile to live in such a non-affective world?

Without emotion, i.e. without the ability to react and interact with our environment, the world would be a colourless, flavourless, ...

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