“EI refers to our ability to understand moods, behaviors and impulses, and control them to match a particular situation.”

This concept is extremely important to understand as there are very few companies who understand the emotion of their buyer. It is a concept where a business has to understand the emotions of their customer at the right time they desire that product. Once that is identified, they can build a relationship with the customer so it helps you to target the customers in the right place, at the right time, and get to know them on a deeper level. The emotions that need to be identifies are for instance, what emotional factors influence a buyer to buy a certain product?, what triggers them to buy? how does this affect their daily life? or how much of an importance would this product carry in their lives, etc.

Targeting these kinds of emotions can help build a successful marketing strategy for a company to enable the customer to fully trust their product.