Emotion-Driven Marketing: An Analysis of Brand's Using Emotional Stimulation to Promote Consumption

Emotion-Driven Marketing (EDM) has emerged as a novel strategy in contemporary marketing, becoming a significant tool for brands to attract consumers and stimulate consumption. By employing emotional stimuli such as advertising content, color schemes, narratives, and storytelling, brands elicit consumers' emotional responses, thereby influencing their purchase decisions and brand loyalty. Through theoretical analysis, this paper explores the application of emotion regulation theory and emotional arousal models in brand marketing, and how EDM enhances consumers' purchase intention through mechanisms like emotional arousal and emotional resonance. Analysis of specific brand case studies (e.g., White Rabbit milk candy and Safeguard soap) demonstrates that EDM plays a crucial role in enhancing brand identity, increasing market competitiveness, and fostering long-term consumption behaviors. Furthermore, the paper identifies limitations of emotional marketing strategies, such as the potential oversimplification of brand image and the risk of consumer aversion due to over-reliance. Future research should further investigate the effects of EDM across diverse consumer segments.