Emotions have been the marketing hot topic in 2017, with increasing and exciting evidence that emotionally engaging communication correlates with positive impact on sales. This correlation is intuitively plausible and creatively liberating, which is why this notion is heavily embraced by marketing and agencies. Moreover, it has rapidly given rise to a whole range of new tools designed to help marketers measure the emotional impact of their communication through, for example, facial expression, biometrics or EEG.
As much as we may be excited by the correlation and be naturally inclined to believe in the 'emotion is everything' narrative, we also...