ABSTRACT
This chapter introduces the theoretical basis of the book. It begins with a discussion of the concept of symbolic branding and the role it plays in shaping our motivations for a particular purchase. It then moves on to talk about how exactly symbolic brands manage to achieve success in encouraging customers to buy their products and remain loyal. Specifically, it draws on such notions as self- and social symbolism, self-illusion, narrative transportation, and post-hoc rationalisation. Building on these ideas, the chapter then introduces the model of emotional choice as an attempt to explain the psychological effect that terrorist propaganda has on the audiences and how people decide to support/join terrorist groups. In the final part, the chapter presents the methodology that was used to explore the module and show how it works.
