Loyalty is also divided in two: rational loyalty and emotional loyalty. Rational Loyalty refers to cognitive and functional status of a brand, and it’s about how consumers choose a certain product based on rational thinking; and emotional loyalty is about consumer’s involvement, a psychological engagement …show more content…
(Davey, 2014) As neurologist Donald Calne said: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” When a person is emotional about something, he has the urge to do something, the heart rules the head in decision-making and if a brand can connect emotional a person to his products, the consumers will be loyal beyond any reason because he have a deep and strong connection which exceed the rational barrier. (Roberts, 2006) For example if a person wants to buy a house, for example, he is making his background research about mortgage, where to find the best deal, where is the best neighbourhood and which is the best criteria to choose a house, all the rational and logical things that someone can think about when it’s came to buy a house. In the end this person buys a house in the middle of nowhere, and he has do drive one hour to his job, he has to do in-house repairs for the next twenty years or so but he adores it, and here’s comes the marketers with the question “why?”. Kevin Roberts (2006) comes with a potential answer and explains that people are emotional human beings responding much faster and better if they are linked on a mental level, if the rational interfer, people tend to get more and more questions with no aswers like “why should I buy it?”, or “do I need it? “ but when a consumer feels emotional about something he has to do something, he needs to have it now. Emotion lead to actions, reason leads to questions. (Kotler, 2008) If a brand links his customers emotional there are more chances that they will repurchase from the same brand, this results into happy consumers and high profit for the brand. Additionally if a consumer enjoy a brand he is more likely to talk about it to his