The strength of an emotional response is directly proportional to the clarity and re-collective properties of it's memory. Higher levels of emotion results in deeper psychological penetration for brand "re-cognition".
The greater the immersion, the greater the emotional reaction, the thicker the axon fiber's Myelin sheath on the consumers “newly formed” memory of the experience, the easier it is therefore for them to recall as a more vivid memory, producing a brand recognition association with real, emotional depth.
IMO That's a very big potential win for any brand.
