This paper aims at discussing the levels to which emotions are manipulated in domestic and international campaigns.Rational choice is a choice that made through prudent analysis of logics while emotional choices are those that people make because of the emotional attachment towards something or someone. Consumers are known to make both types of choices when deciding on which product or service they should pay for (Blythe 2008, p. When a customer makes a rational choice, they always base their choice of quality and benefits of the product or service to their lives (Mattila1999, P. For example, a customer buying a car might consider fuel consumption and availability of spare parts before buying a car. They also tend to compare the benefits and shortcomings of a product or service to those of their closest substitutes (Oshaughnessy & Oshaughnessy2002, P. However, given the fact that human beings are emotional beings careful choice of aspects such as tone, colour scheme, lighting, and mood, marketers can get customers to make decisions based on the emotional appeal that a certain marketing campaign has. The emotional appeal that these campaigns have is influential in attracting the attention of potential customers, thus creating an emotional attachment between customers and a brand. An example of an emotion based decision is a scenario where a person buys a product that is on fashion for prestige purposes.There is always a variation in emotional involvement of marketing campaigns. When there is a low emotional involvement in a marketing campaign, the format used is very simple. This format involve introduction of the process then the introduction of the solution, which is in this case is the product or service that is being marketed (Peter, Grunert & Olson 1999, p. When customers have low emotional development there is a likeliness that they can easily get over such attachment (Ng & Lee 2015, p. When involvement is high there is always a story that brings back some memories from the mind of the customers leading to the emotional of customers being used to influence their decisions (Sherven&Sniechowski 2009, p. In such cases rationality rarely play any part in the decision making process of customers. A good example of such a case would be a customer who buys a given energy
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