Enlargement of Positioning Qualities: The Emotional Attribute K. Prabhakar Rajkumar*, Mareena Abraham** AbstrAct The term emotion is used to refer to a preparatory mind – set resulting from cognitive patterns learned from the events or thoughts, usually accompanied by a psychological process and manifested physically (gestures, postures, etc.). The emotional attachment to the product and brand could lead to more pleasure, happiness, trust, satisfaction, and a long lasting committing relationship. In marketing aspect, there is a need to motivate the consumers to have deep link and commitment toward the product or brand. This is possible through more emotional positioning for the product. The present article describes about the theoretical propositions and the features of four major theories of emotions, and relationship of these theories in marketing and the enrichment of the product. The emotional positioning triggers out the consumers’ emotions towards the brand or product, which could in turn furnish a noteworthy impact of strong and long lasting attachment through the feeling of bonding, camaraderie and irresistible. The paper ends with the suitable examples of different brands in Indian concern, and a linked relationship with the emotional positioning dimensions of consumers and brands in the cutthroat market. Keywords: Emotion Theory, Emotions, Positioning, Products, Brands Introduction Emotions are complex and are often intertwined with mood, temperament, personality, disposition, and motivation. According to theories, they are a state of feeling that result in physical and psychological changes that infuence the behaviour. Emotions are discrete, measurable, and psychologically distinct. Research fndings classify six emotions as basic such as anger, disgust, fear, happiness, sadness, and surprise. Later, Robert Plutchik developed the “wheel of emotions” which comprises eight emotions grouped as positive and negative basis joy verse sadness, anger verse fear; trust versus disgust, and surprise versus anticipation. The term emotion plays a signifcant role in marketing; it is an ability to understand the mood, behavior, and impulses and how to control these to match up a particular situation. This helps the manufacture to understand the need and preference of consumers or targeted prospects in the right place, at the right time on a deeper level. The manufacture should build up a meaningful relationship by frst understanding the emotional level of their customers, what kind of product they desire from the market, how they feel about the product, whether they have positive and negative emotional bonding with the product. Emotional intelligence, according to Goleman (1995) explains about the ability, capability, and skill to identify, assess, manage and control the feeling of oneself, of others and of groups. These feeling mainly include joy, anger, mood, mental state, likes, dislikes, anguish, and sadness. Gardner (1983) and Tjosvold (1993) describe emotional intelligence as the ability and capacity to regulate one’s emotion, using them effectively to make excellent and sound judgement. Consumers are becoming emotionally more attached towards tangible and intangibles which mainly include brands (Ball & Tasaki, 1992; Lastovicka & Gardner, 1979). The main prominent infuence for more emotional attachment for brands are affective experience, brand features, and personal attachment styles (Orth, Limon, & Rose, 2010; Robin, Caspi, & Mofftt, 2000) and which in turn provide brand loyalty and where consumers are willing to pay huge or premium price for the products (Thomson, MacInnis, & Park, 2005). The emotional attachment to the product and brand could lead to more satisfaction, trust and a long lasting committing relationship. In marketing aspect, there is a need to motivate the consumers to have deep link and commitment toward the product or brand. This is possible through more emotional positioning for the product. * Assistant Professor, Department of commerce, Periyar University, Salem , Tamil Nadu, India. Email: kudalkprk6@yahoo.co.in ** Ph.D Research Scholar, Department of commerce, Periyar University, Salem - 636011, Tamil Nadu, India. Email: m.abraham2017@gmail.com Article can be accessed online at http://www.publishingindia.com