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Healthcare Glossary
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Emotional selling preposition (ESP)
The unique associations established by consumers with particular products. For example, the emotional response to a certain shampoo ensures a product's continual success, even though other makers may offer a superior product at the same price. Businesses place great importance in creating successful ESP with their product and customers. They do this by attempting to create an association for the customer between their product and the customer having feelings such as self-importance, value, safety, attraction, superiority.
See also:
Customer loyalty
Brand image
Related terms
Early adopters, Ansoff Matrix, Competitor analysis, International marketing, Electronic point of sale (EPOS) system, Life cycle (product), Defining Advertising Goals for Measured Advertising Response (DAGMAR), Corporate governance, PESTLE, Category management , Respondent, Market niche, Oligopsony, Key opinion leader (KOL), Market follower,
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