*From Promotion to Emotion: Connecting B2B Customers to Brands, Think with Google, Sam Nathan, Karl Schmidt/October 2013
Emotional value is a connection with a customer—a sense of excitement and pride that drives purchase intent and pricing power. Whether it’s between businesses or business and the customer, emotional value is one of the strongest decision-making factors because, in both cases, we are dealing with a human cognitive process and its bias.
