Warc Briefing: Using Emotion

This briefing offers an overview of the history, theories and key trends related to Using Emotion. It sketches the growth of interest in increasing understanding of how emotional and rational impulses play off each other in consumers' decision-making processes.

Warc Briefing: Using Emotion

Definition:Emotion-based communications aim to stimulate joy, contentment, surprise, fear and other feelings in order to encourage consumer decision-making and brand preference.

Quick facts

  • For established brands emotional campaigns have been found to outperform those based on rational messagesi.
  • Coca-Cola has a five stage model for encouraging Brand Love among consumers- from knowledge and acceptance to liking, love and exclusive loveii.
  • SuperBowl spots with highly emotional content create more online buzziii

History and future outlook

Business has not fully embraced emotion as a lead indicator of consumer behaviour and communications effectiveness....

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