| The goal for modern era marketers is to click the right | | | | criticized one. Ignite some fear in the customer mind, |
| set of emotions in their customers through their | | | | and it will set them in motion towards taking some |
| advertisements, which will make them go for their | | | | action (while the required action is highlighted as buying |
| products. They do not always succeed in doing so, but | | | | your product). Fear works, just like the controversy. |
| when they do, rewards are great. Though debatable, | | | | Though, responsible companies refrain from both of |
| these tactics manages to sell more than any other | | | | these "hot selling" tactics, because of their negative |
| marketing ploys (if there are any). Bottom-line is that | | | | effects on customers and society. If you want to see |
| marketing persons should be aware of the emotions | | | | this emotion at work then tune on to some news |
| that will trigger sales and the knowledge on how to | | | | channel (who actually overuse it). |
| spark these emotions in their targeted customers. We | | | | Desire & Hope: |
| see modern marketers using this tactic in their | | | | This is the more appropriate emotion. When you have |
| advertisement a lot, next time when you see some | | | | to ignite fear for some reason (insurance companies |
| advertisement (even those that seems to make no | | | | ads or some health related advertisements can't really |
| sense); try to see if it taps into emotions or triggers | | | | do without this), you can always compliment it with |
| some feelings in you. | | | | providing hope. However, it will take more time and |
| Behavioral sciences and the study of human mind | | | | efforts to churn out such ads, because you are not |
| have changed marketing from a simple practice of | | | | leaving the customer in dismay by just highlighting |
| selling into a scientific field where new experiments are | | | | some problems, you are actually coming up with |
| carried out, new hypothesis tested and new theories | | | | solutions. Mortgage companies or election campaigners |
| made on regular basis. Companies are no longer limited | | | | may use this emotion in their marketing. |
| to attracting people through their ads; they are now | | | | Love & Belongings: |
| looking to go for the kill in every marketing campaign. | | | | Another very powerful feeling, may it be the love for |
| So much, that many intellectuals have now started to | | | | their children, their spouses or the love for some |
| raise questions over these manipulative techniques and | | | | product itself. If you have some doubts that good |
| methods. Whether it is completely ethical or not is | | | | marketing can make them fall in love with your |
| another debate, but the fact is that using the | | | | product, then you can look at the likes of Coca-Cola, |
| knowledge of human emotions in marketing campaigns | | | | Nike, or Nokia, customers love these brands. Make the |
| works wonder. | | | | customers own your brand as much as you do. |
| Fear & Panic: | | | | In spite of these emotions, you can also focus on |
| Probably the easiest to use and also the most | | | | patriotism, dreams, jealousy or pride as well. |