Built to Love is a practical how-to guide for companies, detailing steps to create products that elicit emotions and provide value to customers, regardless of whether the products are physical items, services, technologies, software, systems, or brands. Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will pay a premium for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product's success in the marketplace as well as a firm's success in the stock market, even when the economy is down. Then, using analytical and practical tools, the authors show how to analyze customers' emotional needs and translate those needs into features that engage those customers.