Emotions stimulate minds faster than the rational thoughts. Consumer behavior can be easily driven by use of effective emotions. Rational thoughts lead to interest by effective use of emotions leads to sales. Rational marketing tends to focus on more of utility and informative methods where as emotional marketing tends to connect with the emotions of the consumer. The emotional branding strategy not tends to attack the wallet of the consumer but it rather tries to make an emotional connection with him which has a strong and long lasting impact on the minds and heart of the consumer which helps in perpetual brand loyalty. Positive emotional appeals in advertising helps in arousing brand interest and to increase brand recalling but Negative emotional appeals also evokes excitement and temptations to use the product and induces to make purchase decisions.

Dr. Ravi Rajai is acting as an Assistant Professor in Maharanishri Nandkunverba Mahila Arts & Commerce College, Bhavnagar GujaratProf. Dr. Vasudev Modi is acting as a Professor Dept. of Commerce, Maharaja Krishnakumarsinhji Bhavnagar University, Bhavnagar Gujarat.