Package Design Magazine--Packaging, Branding and Design News for the flexible, plastic, and corrugated packaging industry: "Nine emotional triggers were uncovered as having a strong correlation between likelihood of purchase and brand equity:
1. Pride - Feelings of status conferred by the brand
2. Empowerment - A sense of control in overcoming daily problems
3. Trust - Faith in the ability of the brand to perform an expected function
4. Identification - A sense of shared values with the brand
5. Familiarity - A feeling of knowledge about the brand
6. Warmth - A positive feeling of intimacy toward the brand
7. Curiosity - A desire to get to know the brand better
8. Relevance - A feeling of emotional fit with the life of the consumer
9. Approachability - A lowered-risk willingness to obtain the brand"
