Interesting article in Harvard Business Review exploring the commercial value of conneting with customers emotionally. Their assessment is that when companies connect with customers’ emotions, the payoff can be huge. What they don't explore is the power of engaging the senses to create emotional connections which is a shame given that stimulating the senses is one of the most direct routes to emotional appeal.
https://hbr.org/2015/11/the-new-science-of-customer-emotions?referral=00205&cm_mmc=email-_-newsletter-_-bestofissue-_-bestofissue_date&utm_source=newsletter_bestofissue&utm_medium=email&utm_campaign=bestofissue_date