How Emotion in Marketing Can Deepen Engagement
As a marketing professional, you often think about creating an emotional connection with your audience. And for good reason. Emotion can direct attention, deepen engagement and drive behavior. But can you articulate how your marketing assets trigger emotional responses?
Emotion is strikingly complex, involving intricate biological processes that engage a variety of different regions in the brain. This complexity creates difficulty in aligning creative work to behavioral outcomes, often giving rise to misconceptions and false promises. The goal of this article, therefore, is to encourage you to think differently about the role emotion plays in marketing – and that starts with an understanding of emotions and feelings.
Understanding emotions and feelings
How do you define emotion? How do your peers define emotion? Depending on whom you ask, you’re likely to get different answers. But don’t feel bad. Psychologists and neuroscientists often disagree, engaging in spirited debates and offering uncommon perspectives about a common word.
Click here to read more about how emotion relates to reasoning and creating an emotional response to drive behavior.
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