Every buying decision is made on the base of emotions. Therefore, good marketing cannot be managed without knowing a customer's feelings connected with a brand, product or service. Photo business is not an exception! In fact, photo business brings along an extraordinary emotional buying process. This is why we want to take a look at the photo product creation related S-O-R-Model (Stimuli-Organism-Response), which shows what’s going on inside the consumer during the creation process.