Should Marketers Use Emotion-Based Advertising Right Now?

Should Marketers Use Emotion-Based Advertising Right Now?

Collette Eccleston, senior vice president of our Pragmatic Brain Science division, had her consumer psychology insights published on April 14, 2020 in Target Marketing Magazine.

Here’s an excerpt: 

If emotion-based advertising motivates consumer behavior, should marketers use it? Marketers walk a fine line when deciding whether to use tactics rooted in evoking consumers’ emotions. Though fear can certainly capture consumers’ attention, there’s the potential for negative emotion to transfer onto the brand as a result of a fear-based campaign. Given that it can be difficult to achieve the right balance, many marketers rely instead on positive emotions to inspire behavior.

You can view the full article here.

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