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.
Why are emotional appeals so successful?
Published inEmotional marketing