What are emotions?

 In order to talk about emotional marketing, it is essential to talk about emotions first. What are they? I always say that, for me, emotions are the engine that moves society , those that humanize the human being .

The study of emotions is not new. It began hundreds of years ago with Aristotle, and, in 1872, Darwin wrote The Expression of Emotions in Man and Animals, a book where he explained that facial expressions and gesticulations influence the evolution of species.

In 1972, Paul Ekman , a pioneer in the study of emotions and facial expressiveness, highlighted six basic emotions:

1.     Sadness

2.     Joy

3.     Disgust

4.     Disgust

5.     Surprise

6.     Afraid

7.     Go to

But in 1990, after years of development in his studies on these, he extended the list of 17 emotions.

We cannot forget Robert Plutchik , who in 1980 spoke of his "Theory of the wheel of emotions", made up of eight basic emotions. According to Plutchik, this is similar to that of color, where the primaries are mixed. It is the same with basic emotions, which combine to create a range of feelings.

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