Emotional markets

So, in Kevin Roberts article about Lovemarks (link to my post about it) he is talking about emotions.
I'm going to a seminar by professor Dmitry Repin. He is going to talk about "Emotional markets and Emotional Traders". Since he is a finance guy, I guess his seminar is about stock market trade, but I can't keep myself from wondering wether his theories can be applied to "normal" trading?!?!
Emotions ARE important. A report will be posted after the 8th of May.