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Why are emotional appeals so successful?

Emotional appeals in advertising work because consumers feel before they think. Emotional marketing addresses immediate wants and helps overcome skepticism. It’s a known fact that emotionally based campaigns outperform rationally based campaigns, as much as double, in all the metrics that count – sales, market share, profit. Even in business categories that many would assume are rational, such as computers and financial services, people still go with their gut feelings first.

Published inEmotional marketing

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