EMOTIONS

By: Sardar Danyal Ahmad Jamal

(COMSATS, Islamabad)
 Definition
• Emotions are feelings that generally have both physiological and
cognitive elements and that influence behavior.
• Emotions are private experiences with intense feelings & observable
behaviour.
• It is intense feelings that are directed to something or someone.
Components
 Categories of Emotions
• Emotions are divided into two categories

• Primary Emotions
These are triggered in response to an event ( examples are Love, joy. Anger, Sadness,
Surprise, Fear)
• Secondary Emotions
Initiated by primary emotions and depending upon the situation we are experiencing
(examples are Passion, Optimism, Irritation, Disgust, Shame, Nervousness).
 Positive & Negative Emotions
• Positive Emotions
These are emotions that lead on the feel good about one’s self with
lead to and emotional happy and satisfied result ( Like confidence,
hopefulness, Peaceful, happiness, joy).
• Negative Emotions
These are opposite to positive emotions are decreases effectiveness and
desire to do anything (Exhausted, Panic, unpleasant, jealous, fear, shame,
sadness, guilt).
 Functions of Emotions
• Most important functions are:
1. Preparing us for action
2. Shaping our future behavior
3. Understanding Stimuli/ situation
4. Helping us interact more effectively with others
 Theories of Emotions
• Cannon-Bard Theory
• James-Lang Theory
 Cannon-Bard Theory
• It States that ‘ We react to the experiences and feel associated emotions
at the same time’. We feel emotions and experience physiological
reactions (sweating, trembling and muscle tension) simultaneously.
• For example:
I see a snake (experience) > I am Afraid (react to experience) > I begin to
tremble (Feel emotion + Physiological reaction).
 James-Lange theory of emotion
• According to this theory, ‘ Emotions occurs as a result of physiological
reactions to the events.’. It proposes that you will feel physiological
reactions first and then conclude your emotions.
• For example:
I see a snake (experience/situation) > I am trembling (physiological
reaction)> I am afraid ( emotions).
 Emotional Intelligence
• Emotional Intelligence refers to the ability to perceive, control and
evaluate emotions.
• People with high emotional intelligence can recognize their own
emotions, use emotional information to guide thinking and behavior,
discern between different feelings and label them appropriately, and adjust
emotions to adapt to environments
 Emotional Regulation

• Emotion regulation is the ability to control over one’s own emotional

state. It may involve behaviors such as rethinking a challenging
situation to reduce anger or anxiety, hiding visible signs of sadness or
fear, or focusing on reasons and possible solutions to feel happy or calm.
• Emotional regulation is necessary so that we can remember, retrieve,
transfer, and connect all new information to what we already know.
 Emotional Branding
• Emotional branding is the process of forming a relationship between a
consumer and a product or brand by provoking their emotions. Marketers
achieve this by creating content that appeals to the consumer’s emotional
state, ego, needs, and aspirations.
• Here are few examples:
Like a smiling face, a positive emotion to
attract general public
Cereals and other brands use human-like mascots with positive
emotions to make you feel like you know the product and its
relatable to you
Cartoon characters on cereal boxes attracts children more because of their
emotional attachment with cartoons
Apple using theory of Hierarchy of Needs
 Emotional Appeal
This technique of advertising is done with help of two main factors: need & fear
 In Pakistan:
• Different brands in Pakistan use emotional tactics to attract more
coustomer like;
A brand in Pakistan uses green color in logo to use some part of your
patriotic emotional feelings towards it.
Use of words like ‘ Maan ka payar jtna Khalis’, ‘Maan sb jaanti ha’, ‘Bhai,
maa ki yaad i ha’, ‘Ya Eid b ghar sa dour krni hoge’ and ads on women
empowerment, affection with animals, cultural dance and colors, religious
values and events and many other are also example of emotional branding.
 Thankyou 
• Any Questions?