Emotion in the World of Marketing

What is Emotion Marketing

Emotional marketing is the intentional use of persuasive messages that tap into human emotion in order to build a deep connection with the audience and achieve the intended outcome. It frequently appeals to a single emotion. Fear, anger, joy, or any other human emotion strong enough to affect decision-making or compel action.

Why use Emotions?

People have feelings. We can’t help but feel emotions, even if we don’t want to, as after a heartbreak or while watching a terrifying movie. It’s in our nature.
This is one of the many reasons why emotional marketing is so effective.

Emotion is a powerful force. It has a lot of control since it may affect people’s decisions and motivate them to take action. As a result, it has shown to be a successful marketing method for motivating individuals to do specified actions and achieve company goals.

This practice is nowhere near new. Appealing to people’s emotions as an advantage has been done since the beginning of civilization. The Greek philosopher Aristotle defined emotion as one of the 3 ways to persuade people. Known as Ethos, Pathos, and Lagos. Ethos is connected to ethics and Lagos logic. The use of Pathos is where we will focus on this blog.

The first impression is extremely important in a world where there is so much around us that limits our attention span. First impressions are formed in mere seconds so using a strong component such as emotion is a huge marketing strategy that is used by brands worldwide.

Here are some ways emotion marketing can help your brand.

● Connecting with your consumers on an emotional basis allows for more customer loyalty and brand advocates.

      ○ With these connections to the brand, the likelihood of them recommending your company to others is highly increased.

● It also makes your companies content a lot more shareable.

      ○ People will love to share or repost content that makes them feel and want to share the feeling with others.

● Your brand becomes more memorable.

      ○ People have a higher tendency of remembering things if they are more emotionally charged.


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These are a few ways emotions can be used to influence.


Out of all emotions, fear is one of the strongest that is used in emotion marketing. When your marketing message evokes fear, it’s effective if it matches with your target audience’s preexisting fears. You don’t have to utilize danger or threats to elicit fear all of the time, especially if they don’t fit your brand’s ethos. Fear may be used in a variety of ways. Using countdown timers to emphasize that your offer is time-limited, for example, might generate a sense of urgency. You’re tapping into people’s Fear of Missing Out this way. (FOMO) Surprise and fear cause us to cling to what we know, and embracing what we know increase brand loyalty.


Anger awakens individuals to the fact that something has to be done or altered in order to accomplish justice or resolve a pressing situation. Strong emotions such as anger and passion, like happiness, motivate individuals to share material. According to studies, creating material that intentionally generates anger and anxiety increases virality and views. Anger and passion also can make us stubborn and stubbornness leads to viral content and loyal followers.


Everyone seeks happiness, and because happiness is a positive emotion, employing the ‘joy marketing’ method helps you identify your business with positivity. Nobody wants to be alone. It’s human nature to crave connection, deep bonds, and the security of belonging to a community. Happiness motivates us to share and sharing increases brand recognition. If sad news sells, then good news spreads quickly. According to studies, good news and positive information spreads quicker than any other type of content on social media. When we see someone who is joyful, we tend to feel the same way, which motivates us to share whatever stuff made us smile in the first place.


Sadness causes us to sympathize and connect, and empathy causes us to give more. Empathy leads to generosity and the urge to act on behalf of others. Sadness motivates us to act and aid others, which usually presents itself in monetary donations. According to research, words having negative connotations have a greater click-through rate. When it comes to capturing attention, negative superlatives like “worst” or “never” function 30% better than a headline without a superlative. Negative terms elicited a 63% greater click-through rate than positive words.

Time to use emotional marketing?

Ultimately, no matter how rational you believe yourself to be, we all make judgments based on our emotions. Since our first impressions are formed so quickly we don’t have time to logically think before we know how we feel about something. Emotion, at the end of the day, is the glue that keeps brands and customers connected. We’d all have a far more difficult time making purchase judgments if it weren’t for emotional appeal in marketing nowadays. Even if it was as easy as deciding what to eat for lunch or where to go for new clothes. If you can include emotional marketing efforts into your plan, you may see higher profits, more revenues, and happier long-term consumers.

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