EI affects sales because people want to do business with people they like and trust. People don’t want to do business with someone who they don’t like because you don’t even want to talk to that person again. Also, I believe that people want to give money to and support people who they believe are “good” people. If someone fits your idea of a “good” person you are more likely to want to work with this person and give money toward their cause. This effects marketing because you want to show that you are a “good” person to increase sales. For medical devices sales, the top medical device company is Johnson and Johnson (https://www.mpo-mag.com/issues/2015-07-01/view_features/top-30-global-medical-device-companies). When you think of Johnson and Johnson due to their marketing you think of someone you can trust. Someone who takes care of babies. Yes, they have hit a few rough patches but the first thing you see on their “about” page is “Caring for the world, one person at a time, inspires and unites the people of Johnson & Johnson.” (https://www.jnj.com/about-jnj).