Emotional value is derived from the ability to evoke an emotional or an affective response. This can cover
a wide range of emotional responses. Insurance companies and security alarm businesses are able to tap
into both fear and the need for security to provide value. Some theme parks emphasize the excitement
that customers will experience with a range of rides. A restaurant may seek to create a romantic
environment for diners. This might entail the presence of music or candlelight. Some businesses try to
remind customers of a particular emotional state. Food companies and restaurants may wish to stimulate
childhood memories or the comfort associated with a home-cooked meal. Häagen-Dazs is currently
producing a line of all-natural ice cream with a limited number of natural flavors. It is designed to appeal
to consumers’ sense of nostalgia.