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...
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