Affective Economics - A new marketing theory that is based on the emotional drive to draw people in and influence consumption of a particular, new product. Affective economics seeks to create a deeper, more emotional connection between the consumer and the product (Jenkins, 61). According to Jenkins, it is a new discourse in marketing and brand research that emphasizes the emotional commitments consumers make in brands as a central motivation for their purchasing decisions. (Jenkins, glossary). As such, marketing teams can retool their advertising campaigns and reinvent their product as something more than an item and make it much more desirable to potential consumers. Affective economic strategies may involve vertical integration to create product loyalty.