With development of modern trade and innovative marketing activities, emotions are becoming an increasingly important factor in consumer behavior. They are an important initiator of desires, demands and needs of consumers. Because of this, companies are increasingly focusing on encouraging the development of emotions in consumers in their encounters, either with advertisements in various media or directly at the point of sale, where consumers are close to the very object of sale. The essential determinants of contemporary sales are awakening the need in consumers and the persuasion in the satisfactory power thereof exactly through the product being offered. Consumers are looking for solutions, and the product simply must provide them. However, to ensure that consumers know what the product offers even prior to use, or even before purchasing the same (sometimes even before the creation of the need for it), they must be familiar with the benefits of the product. It depends from company to company in what ways this is accomplished, but exactly this part largely decides on the success of product sales, and ultimately the entire success of the company itself. The power of awakening emotions in consumer's consciousness is demanding and very important step for all companies. Companies that are already in themselves a brand, penetrate easily into emotions of consumers, because they have their history of quality, have the ability to wake up nostalgia and confidence, and the overall positive emotions. This work tries to accentuate the importance of the influence of emotions to consumers' behaviour, having in mind that their wishes and needs are getting more and more various, while the ways to satisfy them are getting more and more demanding.