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