O'Reilly logo

Emoti-coms: A marketing guide to communicating through emotions by Charles Bal, Xavier Quattrocchi-Oubradous

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter4. Emotion, the Holy Grail of Brands?

Any emotion, if it is sincere, is involuntary.

– Mark Twain

So far, we have learned what an emotion is (Chapter 2) and why it is so important for the consumer (Chapter 3). With this in mind, we can now change our perspective – from the communication receiver to the communication transmitter – and build on these insights, addressing the issue of emotions from the side of the brand and the marketer.

How do you effectively use emotions in communication? What risks have to be avoided when using emotions in communication? What ethical issues are related to the use of emotions in communication?

4.1 Emotion-enabled communication techniques

In this section we are going to study some relatively well-known ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required