This book is about how emotion affects consumer behavior. In the last twenty five years or so, the role of emotion in information processing has been widely acknowledged and scholars have shown that we need to understand both emotion and reason if we want to understand the real meanings that products and services have for consumers. This has had immense ramifications for advertising, marketing and other domains of persuasive intercourse in today's 'brave new world'. As our world comes closer together, 'global' messages, which transcend cultural boundaries, become more appropriate than localized messages for particular cultures. Emotion is a language that is understood by all people regardless of their local habitats. With a swish, Nike speaks to the whole world. With a few cute polar bears, Coke befriends consumers from Bermuda to Bangkok. With a smile on CNN, a politician appears warm and kind to the electronic global village. Emotion via non-verbal communication is the language of humanity and it brings us closer together.