känslomärkning

Känslomärkning, often translated as emotional imprinting or emotional tagging, is a psychological phenomenon where an experience becomes strongly associated with a particular emotion. This association is so potent that even a minor trigger related to the original event can evoke the full intensity of the emotion. It is not a formal diagnostic term but rather a descriptive concept used in various fields, including psychology and marketing.

The process is thought to occur when an event happens during a heightened emotional state. The brain, under the influence of strong emotions, creates a powerful memory trace that links the event's sensory details, thoughts, and the specific feeling experienced. This makes the memory highly salient and easily retrievable. For instance, a child experiencing extreme fear during a specific situation might develop a känslomärkning, leading to an phobic response to similar situations later in life.

In marketing, känslomärkning is deliberately employed to create strong brand associations. Advertisers aim to link their products or services with positive emotions like joy, excitement, or nostalgia. By consistently associating a brand with these feelings, they hope to create a lasting emotional connection with consumers, influencing purchasing decisions and brand loyalty. This can be achieved through music, imagery, storytelling, and the overall brand experience. Understanding känslomärkning helps explain why certain experiences or stimuli can have such a profound and lasting emotional impact on individuals.