Often, what a consumer says they want is motivated by external factors and falsely communicates to a company how to emotionally invest in its target market (Leemon, Zorfas, 2016). The challenge in marketing strategy is being able to provide consumers with what they tell the company they want, aligning it with what will emotionally drive them to buy the product (Leemon, Zorfas, 2016). For example, a customer might tell a company something they really need, such as a weight-loss meal plan, but may be discouraged from purchasing the product because it has a negative personal connotation, such as having to commit to a lifestyle change. healthy life. When evaluating an effective marketing strategy, companies must be attentive to how the target audience will respond to emotional cues. simply focusing on customer satisfaction. This article is thought-provoking because it causes the reader to reflect on their own experiences as a consumer and when they have felt an emotional appeal towards a product or company. I would recommend this article to others because I believe it addresses valid points that would benefit both the consumer's shopping experience and the success of a business.