In this thesis, the role of emotions in marketing practice is presented. Namely, in recent times, emotions have become an indispensable part of marketing campaigns. They can encourage the creation of a friendly relationship between business and consumers, but they can also provoke consumer aversion to the brand. In order to better understand their function, they were first defined and then a division was made into four basic and marketing most represented emotions. Given the widespread use of various emotional triggers, three instruments have been created to measure them through which the quality of promotional content can be determined. Measurement instruments are concentrated on observing the emotional experiences of consumers that subsequently drive them to purchase. In addition to the main divisions of emotions, there are many subconscious ones that also need attention. The fourth chapter lists the emotions that most companies generally use, while the fifth presents the most effective ones in terms of initiating consumer decisions.