Pearle Vision’s creative insight: Emotional decisions support rational purchase choices

Pearle Vision, the eyewear retailer, is blending data with emotional understanding as a means of reaching consumers in more impactful ways.

Why would Pearle Vision ground its new brand positioning with a spot about a little boy who doesn’t need glasses?

“People make emotional decisions before they make rational choices,” offers Doug Zarkin, Pearle’s chief marketing...

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