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Emotion Marketing Abstract Emotion Marketing is a new theory which will soon capture the attentions of all marketers. It is about how a business can use emotion to sell its products or services, to enhance brand loyalty, and to build lifelong customers. The core idea of Emotion Marketing is to create and implement marketing strategies that focus on passionate feeling of the consumers to induce their buying behaviors from rational buying to emotional buying. One of the original Emotion Marketing models, The Value StarSM, developed by Hallmark is explored to give a clearer view of this theory. The model has two parts - a rational part and an emotional part, showing that purchasing decisions are based on both rational thinking and emotions. Five factors that drive consumers' purchasing decisions are Money, Product, Equity, Experience, and Energy. Furthermore, Emotion Marketing Implementation model is proposed. The model is composed of 5 steps. First, create an emotional...

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