SONCAS is an acronym used in marketing to represent the six key emotional triggers that influence consumer behavior: Security, Originality, Novelty, Comfort, Affection, and Self-esteem. These six factors play a crucial role in shaping a consumer’s decision-making process, as they tap into our deepest desires and needs. By understanding and appealing to these emotional triggers, businesses can effectively connect with their target audience and drive sales. So, the next time you’re tempted to make a purchase, remember the power of SONCAS and how it may be influencing your decision.