In order to talk about emotional
marketing, it is essential to talk about emotions first. What are
they? I always say that, for me, emotions are the engine that
moves society , those that humanize the human being .
The study of emotions is not
new. It began hundreds of years ago with Aristotle, and, in 1872, Darwin wrote The
Expression of Emotions in Man and Animals, a book where he explained
that facial expressions and gesticulations influence the evolution of species.
In 1972, Paul Ekman ,
a pioneer in the study of emotions and facial expressiveness, highlighted six
basic emotions:
1. Sadness
2. Joy
3. Disgust
4. Disgust
5. Surprise
6. Afraid
7. Go to
But in 1990, after years of
development in his studies on these, he extended the list of 17 emotions.
We cannot forget Robert
Plutchik , who in 1980 spoke of his "Theory of the wheel of
emotions", made up of eight basic emotions. According to Plutchik,
this is similar to that of color, where the primaries are mixed. It is the
same with basic emotions, which combine to create a range of feelings.
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